Actress-turned-entrepreneur JESSICA ALBA is planning to launch a “safe sun education platform” next year (16) to teach consumers about the importance of the reapplication of sun-protection lotions following multiple complaints about the alleged ineffectiveness of her The Honest Company’s eco-friendly sunscreen.
The Sin City beauty’s billion-dollar business was hit with two $5 million (£3.1 million) lawsuits last week (ends-04-Sep1-5) over public complaints about the quality of the firm’s products.
One class action suit took aim at Honest chiefs for reportedly changing the formula in their sunscreen and removing half of the chemical which provides sun protection, causing many users to suffer nasty burns.
The sun cream problem, which prompted a string of negative reviews online in August (15), was also mentioned in another class action case, filed by Jonathan D. Rubin, who accused company bosses of deceiving customers by marketing soaps, diapers and cleaning products, which allegedly contain synthetic ingredients, as ‘natural’.
Alba previously defended the brand’s sunscreen by insisting she wouldn’t use it on her own kids if it wasn’t effective, while she recently dismissed Rubin’s allegations as “baseless and without merit”, adding, “We strongly stand behind our products and the responsibility we have to our consumers. We are steadfast in our commitment to transparency and openness.”
She has now confessed she is saddened by the legal actions, insisting the products work and a lack of education about sunscreen items is to blame for the controversy.
She tells U.S. news show Extra, “It pains me that anyone doesn’t have an incredible experience with Honest Company. We have grown so quickly, we are not even four years old, what we have learned is that we need to do a better job at educating.”
“Next year, (Honest is) going to launch a safe sun education platform around sunscreen and the difference between chemical and mineral sunscreens – the importance of reapplication, how to apply, and all of that.”
The Latina is now looking to the future and the launch of the company’s latest product line, the Honest Beauty collection, insisting the cosmetics venture has been a “dream come true”.
In an interview on U.S. breakfast show Good Morning America, she says, “I’m just excited about launching Honest Beauty; I’m excited about what the future holds. I mean, this is a dream come true to be able to have an idea and to see it come to life…
“It really is, like seriously, a labour of love and I really wanted to launch a company that celebrates diversity… As a woman of colour, I just felt like, we need to be represented in all the different shades that we are and we need to be celebrated, and so we have a beautiful range of products that look great on everybody’s skin tone.”
The Honest Beauty website, featuring videos of Alba giving users make-up tutorials, went live on Thursday (10-Sep-15).