Jessica Alba's Honest Company is feeling the heat after multiple claims that its sunscreen is defective.
Customers have taken to social media recently to post complaints, with some including pictures of sunburns they say resulted from the product's alleged inefficiency.
According to its website, the Honest Company is currently sold out of their SPF 30 protectant, which is labeled to be effective for "up to 80 minutes."
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While it's undetermined if the grievances are from people who followed the recommended instructions, some users did claim to have gotten burned after just an hour of sun exposure.
In a statement released to Access Hollywood on Sunday, the start-up said it's upheld its mission to "providing safe and effective products," but takes "all consumer feedback very seriously."
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According to the company, the sunscreen meets all FDA standards and requirements when used as directed. The negative word-of-mouth, the statement added, represents a small fraction of total consumers.
"The number of complaints received on our own website about our Sunscreen Lotion constitute less than one half of one percent of all units actually sold at honest.com," the company said, in spite of more condemning statistics elsewhere.
"This is hands-down the worst sunscreen ever," one reviewer wrote on Amazon, where 58 percent of buyers have rated the lotion as one star.
It’s not all bad news, though. Twenty-four percent of Amazon users have awarded the sunblock a full five-star rating.
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Alba co-founded the Honest Company in 2011, with the mission to provide non-toxic, eco-friendly household goods aimed at families. In May, Forbes cited the venture as being worth a projected $1 billion.
-- Erin Biglow
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