2 In one Month! Honest Company Faces Another Lawsuit in False Advertising

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Honest Company Faces Another Lawsuit in False Advertising Row

By Kari Hamanaka

Class action law firms appear to have suited up against Santa Monica consumer products brand The Honest Company Inc., now facing yet another legal complaint.

A lawsuit filed last week by Margo Smith in Eastern Missouri District Court is seeking class action status for what Smith’s complaint alleged as deceptive marketing on Honest’s liquid laundry detergent, dish soap and multi surface cleaner among other products. Smith’s claim: Honest says its products are free of sodium lauryl sulfate, which she insists is false.

Jessica Alba and serial entrepreneur Brian Lee launched the fast-growing firm, focused on selling a wide range of eco-friendly products, in 2011.

Keane Law LLC, a firm based out of Missouri with a specialty in class action litigation, filed the lawsuit on behalf of Smith.

The suit could be fallout from a Wall Street Journal report published earlier this month that tested the Honest detergent and found SLS. Alba answered that article with a post on the company’s blog, called Honestly, expressing disappointment in the report, which she wrote was “full of misrepresentations” about the company. Alba goes on to say in the post that the company’s detergent uses sodium coco sulfate, which Smith’s lawsuit argued always contains the chemical SLS.

The filing comes a week after a complaint was brought on against the company by Staci Seed in the Central District of California, also seeking class action status and also claiming misleading advertising with respect to the company’s detergent, dish soap and surface cleaner being free of SLS.

Read full article and learn more about Deceptive Advertising here.

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