Jessica Alba's company is defending the quality of its sunscreen, following a public flogging from disgruntled Honest Company customers who complained of suffering burns after applying the lotion.
Photos of sunburned heads, backs and chests posted on Twitter have gone viral in the last few days.
An investigation into consumer complaints by NBC 5 Chicago found that while most sunscreens contain about 18 to 25 per cent of zinc oxide, The Honest Company reformulated their sunscreens, decreasing levels to 9.3 percent.
But in a statement to People magazine, the company stood by the product, saying that the number of complaints received about the sunscreen constitute a fraction of units sold.
"The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously," the company said.
"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)."
"The number of complaints received on our own website about our Sunscreen Lotion constitute less than one half of one percent of all units actually sold at honest.com."
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