Jessica Alba defends Honest sunscreen

After Jessica Alba's Honest Company got burned by unhappy customers slamming its sunscreen, the actress is offering an explanation—and an apology.

Honest, which markets "safe and eco-friendly household and baby care products," faced backlash after consumers complained its SPF 30 sunscreen, claiming it didn't provide enough sun protection and left them and their children with burns.

In an open letter on the Honest website, Alba and co-founder Christopher Gavigan wrote that they "take sun protection seriously" and use the sunscreen with their own families. "As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen," they wrote. "We develop and use Honest Sunscreen to protect our own children – Honor, Haven, Luke, Evie, and Poppy – at the park, in the pool, outside, every day."

In response to customers' complaints, Alba and Gavigan wrote that Honest is re-designing the "broad spectrum, mineral-based protection" sunscreen to improve its water resistance and applicability.

Our previous Sunscreen formulation had a 40-minute water resistance and customers told us that it didn’t apply as easily as they would’ve liked. Based on our own experience and consumer feedback, we redesigned our Sunscreen Lotion for 80-minute water resistance and an improved formulation that allows for easier application and a lighter-weight feel.

However, they defended the sunscreen's safety standards, fighting consumers' claims that the lotion was unsafe.

We’ve gone through extensive third-party testing in accordance with government regulations and our Sunscreen Lotion passed all SPF 30 testing requirements. It also received the best score possible from the Environmental Working Group (EWG). We care about taking every precaution possible to ensure that your product experience will keep you healthy and happy.

In a previous statement, Honest said the product meets the standards issued by the U.S. Food and Drug Administration when used as directed, which includes applying 15 minutes before sun exposure and reapplying after 80 minutes of swimming or sweating.

The FDA requires sunscreen products to use up to 25% of zinc oxide. An investigation by NBC Chicago found the Honest Company dropped the percentage of the ingredient from 20% to 9.3% at some point.

Consumers expressed their frustration with the sunscreen on social media and on the product's Amazon page.