Jessica Alba and Christopher Gavigan are honestly sorry.
The Honest Company co-founders have responded to complaints that their eco-friendly sunscreen isn't effective, saying they are "taking every precaution to ensure that [it] will keep you healthy and happy."
Honest Sunscreen Lotion boasts a non-nano zinc oxide formula free from the harmful chemicals usually found in SPF-rated products, NBC 5 Chicago learned that the company reduced the lotion's zinc content from 20 to 9.3 percent. The brand had explained that other ingredients were added to keep it effective.
"Protecting our loved ones and yours is the reason we founded The Honest Company. 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," they said in a statement on their website Sunday. "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. 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."
When it first came under fire, The Honest Company told E! News in a statement, "We stand behind the safety and efficacy of this product."
Alba and Gavigan said Sunday they have "gone through extensive third-party testing in accordance with government regulations," and their sunscreen lotion passed all SPF 30 testing requirements. They also noted that the product received the best score possible from the Environmental Working Group (EWG).
"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," Alba and Gavigan assured their consumers. "For those who have expressed concerns about our sunscreen lotion, we want you to know that we hear you and we're here for you. As always, we'll do what it takes to make it right." Alba and Gavigan included a phone number, (888) 862- 8818, to address any lingering concerns about the product.