Jessica Alba's Honest Company is under scrutiny after testing apparently revealed the brand's popular detergent contains the very chemicals it claims to avoid.
Touted as creating safe, more environmentally friendly products, the Honest Company's laundry detergent is said to contain "known irritant" sodium lauryl sulfate (SLS).
But two independent tests commissioned by The Wall Street Journal found "significant" concentrations of the chemical in the detergent - as much as in rival brand, Tide.
As an alternative, Honest uses sodium coco sulfate (SCS), yetIscientists state that SCS itself is a blend of cleaning agents that contains SLS.
Honest officials thoroughly disputed the claim, saying it was based on junk science, and issued the following statement:
"We stand behind our laundry detergent and take very seriously the responsibility we have to our consumers to create safe and effective products."
It's not the first time Honest has come up against criticism. Last year, angered customers who had used the company's sunscreen posted photos of severe sunburns on social media.
So it begs the question: What does honesty mean when it comes to full disclosure?