Actress-turned-business mogul Jessica Alba is once again facing fire for products sold by Honest Company, the venture she co-founded in The company prides itself on truthful marketing and using only safe, nontoxic ingredients in its household cleaners, diapers, and personal care products. Sodium lauryl sulfate, or SLS, is a sudsy cleanser found Compamy thousands of conventional detergents, toothpastes, shampoos, and other household products.

This harsh surfactant can irritate the skin and eyes, which is why natural brands often shun it and why Whole Foods Market and many other health food stores refuse to sell products that contain it.

Irritation aside, though, whether or not SLS is truly toxic isn't so clear-cut. Green-cleaning giant Seventh Generation maintains the surfactant is safe when formulated properly, and the Environmental Working Group deems its potential for toxicity extremely low. But Honest Company has joined the Honest Company Toxic of brands railing against SLS, going so far as to list it among the ingredients that all of its products are "Honestly Made Without.

Both revealed significant amounts of SLS. But it turns out that "proof" actually came from the chemical supplier, which clarified that it didn't add any SLS — but it never specifically tested for the ingredient's presence. Still, Honest Company Txic accepting blame. The post explains that, instead Honestt SLS, Honest detergents include a gentler surfactant called sodium coco sulfate, which, like SLS, can be derived Honest Company Toxic coconut oil.

Some even argue that these ingredients are actually the same thing. Therefore, the company claims WSJ is purposefully disseminating inaccurate information and being reckless in its mudslinging. This is not the first time Honest Company has been accused of dishonest marketing. Last September, a class-action lawsuit alleged that the company deceptively uses synthetic ingredients in several products. Honest's sunscreen also came under fire last year, after users began posting photos of Rockford Dance Company blistering sunburns on social media and those images went viral.

Honest Company certainly has its work cut out in answering to all of these allegations — and in winning back its customers' trust. Today's consumers have easy access to information, actively question what they're putting in and on their bodies, and are eager to hold companies to their word. Thus, brands can no longer make product claims without expecting to back them. If Honest Company is going to make any kind of guarantee and market products accordingly, it has to be held accountable.

It Hones be aware of what's going on at every step of production. It has to know its entire supply chain. Time will tell how this all pans out, but it certainly looks like Honest, somewhere along the line, did not do its due diligence. If anything, this is a lesson for consumers. You want safe products, yes.

You want to trust brands to deliver those safe products, yes. The best way to protect your and your family's health and safety is to educate yourself about the ingredients in the products you purchase — whether detergents or Hknest cream or protein bars — and never take marketing claims at face value.

Is The Honest Company Non-toxic? Gimme the Good Stuff

May 01, 2014 · Some Honest products contain the preservative sodium benzoate. Honest products are not 100% natural–they all contain a variety of synthetics, although for the most part these are synthetics that seem to be safe. Some ingredients don’t have any safety data available (sodium lauroyl oat amino acid, for instance).…

The Honest Company - Wikipedia

The Honest Company is an American consumer goods company, founded by actress Jessica Alba, that emphasizes household products to supply the marketplace for ethical consumerism. The company had $250 million in 2016 sales and was valued shy of $1 billion as of October 2017. The Honest Company has raised multiple rounds of venture capital and was anticipating an initial public offering as of 2016. …Key people: Founder / Chairperson Jessica Alba, CEO ……