Jessica Alba, Honest Sunscreen

Stefanie Keenan/Getty Images for Target

Ohh the irony.

Jessica Alba's The Honest Company is facing a lawsuit from consumer Jonathan D. Rubin who alleges the celebrity's line is being dishonest. According to legal documents obtained by E! News, Rubin claims the brand "deceptively and misleadingly labeled and marketed its products."

The Honest Company always has labeled its products, including sunscreen, diapers, multi-surface cleaner and more as "natural," but Rubin says they're anything but. The documents say certain products "contain ingredients that are not natural." Another of the products, Rubin claims, "is ineffective."

"Based on Honest's representations that the Products were natural, [Rubin] and the Class paid a premium for the Products over comparable products that did not purport to be natural," the lawsuit reads. "Instead of receiving products that were natural, [Rubin] and the Class received the Products, which, contrary to Honest's representations, contained synthetic ingredients."

Rubin and the class members are seeking at least $5 million in damages plus interest on all liquidated sums.

Alba and her company, valued at nearly $1 billion, faced tremendous backlash at the end of July when parents complained the brand's SPF 30 sunscreen left children with damaging sunburns. People turned to the Internet to express their disappointment.

Negative reviews from the lotion's product page on Costco's website included, "My entire family got a sunburn even though we applied multiple times throughout the day. This was the first sunburn for my children which is so disappointing."

Another dissatisfied buyer wrote, "I covered myself with this sunscreen and now I am burnt to a crisp." 

The Honest Company released a statement to E! News in response.

"The Honest Company is committed to providing safe and effective products and take all consumer feedback very seriously. 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). We stand behind the safety and efficacy of this product."

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