HONEST Co., the shopping website cofounded by U.S. actress Jessica Alba, has been accused of fraudulently labeling dozens of home and personal care products as natural, plant-based or chemical-free, causing consumers to overpay.

    A lawsuit filed Friday by Brad and Manon Buonasera in U.S. District Court in Manhattan targets Honest’s marketing of at least 41 items such as floor cleaners, laundry detergent, children’s toothpaste, soap and bubble bath.

    While the products were labeled “natural,” “all natural,” “naturally derived,” “plant-based” and “no harsh chemicals (ever!),” they contained “a spectacular array of synthetic and toxic ingredients,” such as the toxins phenoxyethanol and methylisothiazolinone, the Buonaseras said.

    “Honest’s products are a chemical soup,” the complaint said.

    The plaintiffs accused Honest of violating New York state consumer protection laws, and want class-action status for New Yorkers who bought the company’s products. They are also seeking damages that could top US$5 million, and be tripled.

    Honest has already discontinued or changed ingredients and labels for some of the 41 products, the complaint said.

    Honest raised US$100 million in an August funding round, and, according to a published report, has worked with Goldman Sachs and Morgan Stanley on a possible initial public offering. The Buonaseras’ complaint refers to that plan.(SD-Agencies)