Jessica Alba's Honest Company issued a response after being under fire over its sunscreen line. Consumers who got burned despite using the all-natural sunscreen took to social media to express their displeasure with the product.
"The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously," the Honest Company said in a statement to People Magazine.
"Our Sunscreen Lotion was tested, by an independent 3rd party, against the protocols prescribed by the U.S. Food & Drug Administration's (FDA) monograph for over-the-counter sunscreen products. The results showed that our product is effective and safe for use as an 80 minute water-resistant (FDA's highest rating), SPF 30 sunscreen lotion in accordance with FDA regulations when used as directed (Shake Well. Apply liberally and evenly 15 minutes before sun exposure. Reapply after 80 minutes of swimming or sweating, immediately after towel drying and at least every 2 hours)."
The company added that though hundreds are complaining in the social media about the SPF 30 sunscreen that doesn't provide sun protection at all, these consumers are less than one percent of those who bought the product online.
The disappointed consumers posted their rants and pictures of their sunburns in Twitter and other social media sites.
One of the complainants is Gretta Stabler from Chicago who bought the sunscreen at Costco for her 6-year-old daughter because of its all-natural label.
"She got really burned on her arms, shoulders, legs face, pretty much everywhere. I was angry," Stabler told NBC Chicago. She reapplied the sunscreen to her daughter for four times during their pool swimming.
"I'm not a chemist. But when I buy a bottle that says SPF 30 on it and it has zinc oxide, I just thought I was getting her a bottle that would offer some protection."
The Honest Company, a start-up founded by Jessica Alba, is known for its organic and safe baby and household products.