Honest Co.'s 'Natural' Labels Anything But Honest, Suit Says

Law360, New York (September 21, 2016, 2:45 PM EDT) -- Jessica Alba's personal care products business The Honest Co. was slapped with a proposed class action in California federal court on Tuesday by two customers who allege the company falsely labels and markets its products as natural, when some of those products actually contain synthetic, non-natural ingredients.

Plaintiffs Candace Hiddlestone and Julie Hedges say such misleading representations — including on its website, where the company promotes itself as "natural, safe, beautiful, effective"  — means customers haven't received their money's worth, since they paid a premium for products they would never have otherwise purchased.

"[The Honest Co.'s] conduct harms consumers by inducing...

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