Honest startup accused of playing dirty

The Honest Co., an ecommerce startup co-founded by actress Jessica Alba is facing a lawsuit for being a little dishonest.

The Los Angeles-based company is an online marketplace that sells household products promoted as non-toxic and eco-friendly.

The accusation stems from Brad and Manon Buonasera's original purchase of Honest Co. body wash and shampoo from a New York-based Costco.

In the lawsuit filed Feb. 12 by the Buonaseras in U.S. District Court in Manhattan, the company is accused of labeling at least 41 products as “all natural,” “naturally derived,” “plant-based,” and “no harsh chemicals (ever!),” despite having “a spectacular array of synthetic and toxic ingredients.”The toxins include phenoxyethanol and methylisothiazolinone, Reuters reported.

Ms. Alba is not named in the lawsuit, Fortune reported.

This is not the first time the company has faced allegations over its products. Last year Honest Co. sunscreen received unfavorable reviews from users of the product. Many of them took to social media posting photos of their sunburned skin after using the product, Time reported.

In a 2015 class action lawsuit, Jonathan D. Rubin claimed that a number of products contained “unnatural” and “synthetic” ingredients and that Honest sunscreen was “ineffective,” People magazine reports.

“The Honest Company takes its responsibility to our consumers seriously and strongly stands behind our products. These allegations are without merit, and we will vigorously defend this baseless lawsuit,” The Honest Co. said in a statement.