Jessica Alba is coming under fire, as her business–The Honest Company–faces a consumer lawsuit. Jonathan D. Rubin has filed suit against The Honest Company, alleging the line isn’t all that honest. The lawsuit claims the brand “deceptively and misleadingly labeled and marketed its products.”

The Honest Company labels its products as being created using “natural” ingredients–something Jessica Alba has touted since first talking about the plan for her company.

The lawsuit claims certain products “contain ingredients that are not natural.” Another of the products, according to Rubin’s claims, “is ineffective.”

“Based on Honest’s representations that the Products were natural, [Rubin] and the Class paid a premium for the Products over comparable products that did not purport to be natural,” the lawsuit reads. “Instead of receiving products that were natural, [Rubin] and the Class received the Products, which, contrary to Honest’s representations, contained synthetic ingredients.”

Jonathan Rubin and the class members are seeking a minimum of $5 million in damages, as well as interest on all liquidated sums.

Jessica Alba's Honest Company is reportedly being sued. Get the details: http://t.co/AhBBbsDzak pic.twitter.com/1XR6sIsydH

— Us Weekly (@usweekly) September 4, 2015

It was just earlier this summer when both Jessica Alba and The Honest Company received complaints about children with serious sunburns who had used the brand’s SPF 30 sunscreen.

The Honest Company released a statement at the time regarding those complaints.

“The Honest Company is committed to providing safe and effective products and take all consumer feedback very seriously. Our Sunscreen Lotion was tested, by an independent 3rd party, against the protocols prescribed by the U.S. Food & Drug Administration’s (FDA) monograph for over-the-counter sunscreen products. The results showed that our product is effective and safe for use as an 80 minute water-resistant (FDA’s highest rating), SPF 30 sunscreen lotion in accordance with FDA regulations when used as directed (Shake Well. Apply liberally and evenly 15 minutes before sun exposure. Reapply after 80 minutes of swimming or sweating, immediately after towel drying and at least every 2 hours). We stand behind the safety and efficacy of this product.”

Jessica Alba's Honest Company sued for $5M for "misleadingly labeled" products http://t.co/rLeWIISlkA

— Jezebel (@Jezebel) September 4, 2015

Do you expect Jessica Alba will soon see her company dissolve? Or does she have a legal team in place, ready to defend The Honest Company against this lawsuit?

Is Jessica Alba to be blamed here–at least in part? Or did The Honest Company perhaps make some dishonest moves without her knowledge?