The Honest Company Now Defending 'Natural' Claims On Both Coasts

Already embroiled in litigation in California, Honest now faces a proposed class action in New York citing a laundry list of chemicals and at least 40 of its personal-care and household products as evidence of false "natural" advertising and other violations. The legal woes could complicate a valuation of the company as it reportedly is exploring an initial public offering.

The Honest Company stands to be waging a bicoastal legal battle to defend its labeling and marketing practices against claims of false advertising and unfair business practices, following a suit filed Feb. 12 in New York's Southern District Court.

The proposed class action alleges deceptive use of "natural" and related claims by the Santa Monica, Calif.-based personal-care and household-products...

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