Honest Co. is facing consumer backlash over its use of a controversial ingredient in several laundry detergents and dish soaps.
The five-year-old consumer products company is the brainchild of actress Jessica Alba. She now serves as its chief creative officer. In the past, execs have touted that their products were free of sodium lauryl sulfate. The company had been explicit in its pledge to avoid using the ingredient.
Earlier this year, however, two independent lab tests commissioned by The Wall Street Journal found Honest’s laundry detergent to contain “a significant amount of sodium lauryl sulfate.”
At the time, Honest reps said they didn’t use SLS, but rather a similar ingredient, sodium coco sulfate, which is derived from coconut oil. Scientists came back and said that sodium coco sulfate was actually a mix of cleaning compounds that contained SLS.
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Honest removed its SLS-free claims shortly thereafter.
The WSJ is reporting that Honest will begin selling detergent that is honestly SLS-free in 2017.
Reps say they’ll be “utilizing an advanced sugar-based surfactant technology to further improve the efficacy of our products” including the laundry detergent and dish soap.
The controversy comes at a critical time for the company, as acquisition rumors and talk of an imminent IPO continue to swirl.
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