Jessica Alba's Honest Company Faces Lawsuit Over 'Natural' Labeling

Jessica Alba's Honest Company is facing a new lawsuit that claims the firm falsely labels its products on its website as nontoxic. 

According to Fortune, a lawsuit filed in a New York District Court by Brad and Manon Bounasera charges the site "falsely" and "deceptively" claims Honest Company's products are natural and lacking toxic ingredients.

The suit is seeking class action status.

A photo posted by Jessica Alba (@jessicaalba) on May 27 2015 at 4:42 PDT

The couple claims they bought several Honest Company products from a New York City Costco because they claimed to be all-natural, but they realized the shampoo and body wash include synthetic ingredients.

Entrepreneur reports that if the suit is successful, The Honest Company could pay damages of more than $5 million, a number that could grow if other customers join the complaint.

"[The Honest Company takes] responsibility to our consumers seriously and strongly stands behind our products," the company said in a statement. "These allegations are without merit and we will vigorously defend this baseless lawsuit. Our formulations are made with integrity and we remain steadfast in our commitment to transparency."

The suit comes at a tricky time for Honest Company's top brass, including Alba: They're reportedly meeting with investment banks to take the firm public.

Last year, Honest Company saw its first flashes of problems after consumers filed a complaint in California, alleging its sunscreen was ineffective. That complaint is still pending, as well as a second one charging the same sunscreen contains synthetic ingredients instead of the company's alleged all-natural approach.