A Wall Street Journal investigation has alleged the brand’s laundry detergent contains an ingredient it promised to avoid, in line with the company’s ethos of creating non-toxic products for the whole family to use.
The ingredient in question is sodium lauryl sulfate (SLS), a harsh ingredient commonly used to create suds in cleaning products which can also irritate the skin and cause dermatitis.
On its website, the company (which has been valued at around AUD$2.2 billion) lists SLS as a chemical all products are "honestly made without." Instead, the brand's detergents claim to contain sodium coco sulfate (SCS), a coconut-based gentler alternative.
Yet two studies performed in two independent labs cited by the Wall Street Journal found large amounts of SLS in the detergent.
In a statement released by The Honest Company, the brand says it stands by its claims, arguing that the WSJ are out to damage the company's reputation.
"The Journal clearly had the goal of harming the reputation and good will that we are so proud to have built here at Honest and we wanted to set the record straight," it said.