Jessica Alba is standing by her natural product line, The Honest Company, despite receiving complaints that her company's SPF 30 sunscreen lotion is ineffective.
Over the past few weeks, Honest, which markets "safe and eco-friendly household and baby care products," faced backlash after consumers complained that its SPF 30 sunscreen didn't protect them from getting burned in the sun.
Social media users posted photos of their sunburned skin in order to show the results they've received after using the product.
Alba and co-founder Christopher Gavigan said in an open letter on the Honest website that they are "taking every precaution to ensure" their company's sunscreen will keep the customers "healthy and happy."
"Protecting our loved ones and yours is the reason we founded The Honest Company," the post read. "As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen. We develop and use Honest Sunscreen to protect our own children - Honor, Haven, Luke, Evie, and Poppy - at the park, in the pool, outside, every day. As with everything we do, we take sun protection seriously here at Honest."
Alba and Gavigan add that their company is remaking the "broad spectrum, mineral-based protection" sunscreen to improve its water resistance.
Honest insisted that the sunscreen product meets the standards issued by the United States Food and Drug Administration, but it would only be effective if used properly- being applied 15 minutes before being exposed to the sun and reapplying after 80 minutes of swimming.
"We have a dedicated team of Honest employees, parents, and partners who carefully reviewed our Sunscreen product to make sure that it meets our highest standards prior to release," the post read. "Our previous Sunscreen formulation had a 40-minute water resistance and customers told us that it didn't apply as easily as they would've liked. Based on our own experience and consumer feedback, we redesigned our Sunscreen Lotion for 80-minute water resistance and an improved formulation that allows for easier application and a lighter-weight feel."
Concerns were raised last month after reports revealed that the product's formula was changed in March, reducing the lotion's zinc content from 20 to 9.3 percent. However, the company explained that the change would remain effective. She added that the product received the best score possible from the Environmental Working Group (EWG).
"We care about taking every precaution possible to ensure that your product experience will keep you healthy and happy," the post continued. "That said, what matters most to us is your trust and confidence. We're passionate about living up to your expectations as much as our own. We've personally picked up the phone to speak with many of you who have called our customer service hotline. Our team is reaching out to everyone who has posted on social media to assure you that we're committed to your safety and satisfaction."
The post encouraged customers who had any concerns about the company's products to call the service line.