Alba's Honest Beauty Launches, Light On 'Natural' Claims

 
• By Ryan Nelson

One week after a consumer filed suit against The Honest Company for deceptive "natural" product marketing, the firm unveils Honest Beauty, an extensive makeup and skin-care collection marketed along similar lines, but without the "natural" allusions. Meanwhile, SPF-containing items in the collection feature non-nano zinc oxide in higher concentrations than the Honest sunscreen lotion that allegedly failed users earlier this year.

There's a conspicuous shortage of "natural" references on web pages showcasing the newly launched Honest Beauty line, suggesting that The Honest Company may be playing it safe this time around with the problematic buzzword.

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