class-action lawsuit - Truth In Advertising

Transcription

class-action lawsuit - Truth In Advertising
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 1 of 47
UNITED STATES DISTRICT COURT
SOUTHERN DISTRICT OF NEW YORK
BRAD BUONASERA and MANON
BUONASERA, on behalf of themselves and all
others similarly situated,
Plaintiffs,
Case No. _____________
CLASS ACTION COMPLAINT
DEMAND FOR JURY TRIAL
v.
ECF CASE
THE HONEST COMPANY, INC.
Defendant.
Plaintiffs Brad Buonasera and Manon Buonasera, citizens of New York, individually and
on behalf of other similarly situated individuals, by and through their counsel, allege the
following based upon their own personal knowledge and the investigation of their counsel.
INTRODUCTION
1.
This is a proposed Class Action Complaint against The Honest Company
(“Honest”) for falsely, misleadingly, and deceptively labeling its products as “natural,” “all
natural,” “naturally derived,” and/or “plant-based,” and for falsely, misleadingly, and deceptively
labeling these products as containing “no harsh chemicals, ever!” when these products in fact
contain a spectacular array of synthetic and toxic ingredients (collectively, the “Falsely Labeled
Products”).
2.
Aware of the health risks and environmental damage caused by chemical-laden
personal care and household care products, and aware that toxic chemicals can enter the body
through inhalation or skin contact, consumers increasingly demand products that are natural
and/or plant-based, and that omit harsh chemicals.
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 2 of 47
3.
Honest knows this. Honest also knows that consumers will pay a premium for
natural and/or plant-based products that do not contain harsh chemicals.
4.
To capture this growing market, Honest labels many of its personal care, baby
care, and household care products as “natural,” “all natural,” “naturally derived” and/or “plantbased.” Honest also labels its products as containing “no harsh chemicals (ever!).” See product
labels and ingredients attached as Exhibit 1.
5.
Ironically, Honest’s products are not so honest, after all.
Instead, Honest’s
products are a chemical soup, containing a substantial array and significant amount of
ingredients that are synthetic – some of which Honest even admits are synthetic, and many of
which are federally classified as toxic substances.
6.
For example, lurking inside the “kid-friendly” and seemingly mom-worthy “plant-
based” Laundry Detergent that “softens naturally” and contains “no harsh chemicals (ever!)” is a
chemical cocktail of synthetic ingredients. In fact, out of the seven ingredients, more than twothirds (five) are synthetic, and more than two-thirds are “harsh,” if not downright toxic.
7.
In its blog (separate from its online storefront), Honest admits that at least one of
these ingredients, phenoxyethanol, is synthetic:
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Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 3 of 47
Honest Blog, Phenoxyethanol, attached as Exhibit 2.
1
1
an honest look at
Phenoxyethanol
This is part of our ongoing series helping consumers better understand chemicals,
chemistry, and product formulations. We translate the science, bust the myths,
and give you an honest assessment, so you can make informed choices for your
family!
Ingredient: Phenoxyethanol
-3CLASS ACTION COMPLAINT
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8.
Phenoxyethanol is toxic by definition under federal law, based on animal testing
demonstrating that the substance is lethal even in very small doses. Even short exposure could
cause serious temporary or residual injury. It is toxic to the kidneys, the nervous system, and the
liver. It is extremely hazardous in case of eye contact and very hazardous in case of skin contact
(defatting the skin and adversely affecting the central nervous system and peripheral nervous
system, causing headaches, tremors, and central nervous system depression). It is also very
hazardous in case of ingestion or inhalation. It degrades into substances that are even more
toxic. It is a category 2 germ cell mutagen, meaning that it is suspected of mutating human cells
in a way that can be transmitted to children conceived after exposure. Phenoxyethanol is an
ethylene glycol ether, which is known to cause wasting of the testicles, reproductive changes,
infertility, and changes to kidney function. Phenoxyethanol is also category 2 carcinogen,
meaning that it is suspected to induce cancer or increase its incidence.
9.
Case studies indicate that repeated exposure to phenoxyethanol results in acute
neurotoxic effects, as well as chronic solvent-induced brain syndrome, constant irritability,
impaired memory, depression, alcohol intolerance, episodes of tachycardia and dyspnea, and
problems with balance and rash.
10.
In this laundry detergent, Honest also includes methylisothiazolinone, a
What it is: Phenoxyethanol can be found naturally in green tea, but the
commercial ingredient is synthetically produced in a laboratory creating what’s
termed a “nature identical” chemical. Specifically, it’s created by treating phenol
with ethylene oxide in an alkaline medium which all reacts to form a pH-balanced
ingredient.
Exhibit 2 (Honest Blog, Phenoxyethanol).
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compound that animal testing indicates is a neurotoxin and that was named the Contact Allergen
of the Year in 2013 by the American Contact Dermatitis Society. In fact, the scientific literature
is replete with case studies of people developing eczematous eruptions or dermatitis following
use
of
common
personal
care
products
containing
even
minuscule
amounts
of
methylisothiazolinone (as low as, or lower than, 20 parts per million, or 0.002%).
11.
Honest’s ingredients are “legal” for use in personal and household care products,
in that the law does not prohibit them from being used. Honest, however, did and does not claim
that its products are simply “legal,” it claims that its products have “no harsh chemicals (ever!)”
and are “natural,” “all natural,” “naturally derived” and/or “plant-based.” See Exhibit 1.
12.
By deceiving consumers about the nature, quality, and/or ingredients of its
products, Honest is able to command a premium price, increasing consumers’ willingness to pay
and take away market share from competing products, thereby increasing its own sales and
profits.
13.
Consumers lack the scientific knowledge necessary to determine whether personal
care, baby care, and household care ingredients are natural, plant-based, or harsh. Reasonable
consumers must and do rely on the company to report accurately what the product is made of.
14.
Honest further encourages consumers to rely on its representations, marketing
itself as an honest company that provides transparent and truthful information about its products’
ingredients.
15.
Honest intended for consumers to rely on its representations, and hundreds of
thousands of reasonable consumers did in fact so rely.
16.
As a result of its false, misleading, and deceptive labeling, Honest was able to sell
its products to hundreds of thousands of consumers throughout the United States and to realize
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Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 6 of 47
sizeable profits.
17.
Honest’s false and misleading representations and omissions violate state laws as
detailed more fully below, including New York General Business Law § 349, New York General
Business Law § 350, and common law.
18.
Honest claims that if it “make[s] a mistake” or “can’t live up to your expectations,
we’ll fess up and keep trying to do better, no matter what it takes.” Honest Website, What You
Can Expect, attached as Exhibit 3.
19.
When Plaintiffs informed Honest about their claims in mid-September 2015, and
detailed the synthetic and toxic nature of the ingredients in its products falsely labeled as
“natural” and/or plant-based,” and as containing “no harsh chemicals (ever!),” and asked Honest
to correct its advertising, Honest failed to live up to that promise.
20.
Plaintiffs bring this action to stop Honest’s deceptive and misleading practices.
JURISDICTION AND VENUE
21.
This Court has personal jurisdiction over the parties in this case. Plaintiffs Brad
and Manon Buonasera are citizens of New York.
22.
Honest purposefully avails itself of the laws of New York to market its products
to consumers nationwide, including consumers in New York, and distributes the Products to
numerous retailers throughout New York.
23.
This Court has original subject-matter jurisdiction over this proposed class action
pursuant to 28 U.S.C. § 1332(d), which under the provisions of the Class Action Fairness Act
(“CAFA”), explicitly provides for the original jurisdiction of the federal courts in any class
action in which at least 100 members are in the proposed plaintiff class, any member of the
plaintiff class is a citizen of a State different from any defendant, and the matter in controversy
-6CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 7 of 47
exceeds the sum of $5,000,000.00, exclusive of interest and costs.
24.
Venue is proper in this District under 28 U.S.C. § 1391(a). Substantial acts in
furtherance of the alleged improper conduct, including the dissemination of false, misleading and
deceptive information regarding the nature, quality, and/or ingredients of the Products, occurred
within this District.
PARTIES
25.
Plaintiffs Brad and Manon Buonasera are individual consumers who, at all times
material hereto, were citizens of the State of New York and residents of the County of New
York.
During the class period, the Buonasera Plaintiffs purchased Honest’s Conditioning
Detangler and Shampoo + Body Wash products from a Costco store located on 517 East 117th
Street, New York, New York.
26.
In deciding to make these purchases, the Buonasera Plaintiffs saw, relied upon,
and reasonably believed the front-label representation that the Conditioning Detangler was
“natural,” and the front-label representation that the Shampoo + Body Wash was “natural.”
These representations were a significant reason for their purchase.
27.
In deciding to make these purchases, the Buonasera Plaintiffs also saw, relied
upon, and reasonably believed the back-label representation on the Shampoo + Body Wash that
the product contained “no harsh chemicals (ever!)” See Exhibit 1. These representations were a
significant reason for their purchase. All the label representations were also made on Honest’s
website.
28.
Had Plaintiffs known at the time that these products were not “all natural,”
“natural,” “naturally derived,” or “plant-based,” as promised, they would not have purchased
these products.
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29.
Had Plaintiffs known at the time that these products contained harsh chemicals,
they would not have purchased these products.
30.
Plaintiffs purchased, purchased more of, or paid more for, the Falsely Labeled
Products than they would have had they known the truth about the Falsely Labeled Products.
31.
If Honest’s products were reformulated such that its representations were truthful,
Plaintiffs would consider purchasing Honest’s products in the future.
32.
Defendant The Honest Co., Inc. is incorporated under the laws of Delaware and
maintains its principal place of business and headquarters in Santa Monica, California.
33.
Honest manufactures and/or causes the manufacture of personal care, baby care,
and household care products. Honest labels these products under its own name, and markets and
distributes the products through its online website and through retail stores in New York, and the
United States.
SUBSTANTIVE ALLEGATIONS
34.
American consumers increasingly and consciously seek out natural and plant-
based ingredients in their personal care and household products. Once a small niche market,
natural products are now sold by conventional retailers, and their sales continue to soar.
35.
Consumers value natural and plant-based products for myriad health,
environmental, and political reasons, including avoiding skin irritation and disease, attaining
health and wellness, help the environment, and financially supporting companies that share these
values.
36.
Hoping to capture this growing market, Honest produces personal care and
household care products that it markets as natural and/or plant-based, and as containing “no
harsh chemicals (ever!).” See Exhibits 1, 4.
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37.
Honest carefully cultivates its image as a healthy, eco-friendly, worker-friendly
brand — the kind of company whose label claims can be trusted. Honest further markets itself as
an expert source of information on infant health and ingredient identity, safety, and efficacy.
38.
Honest markets itself as a different type of company that eschews the synthetic
and toxic ingredients that other manufacturers typically use.
39.
In particular, Honest markets itself as a company that is honest. Honest describes
as its first standard:
Create a Culture of Honesty
We are serious about honesty – both as it applies to the integrity of
our relationships and in being true to you. And, it’s a standard we
encourage throughout our staff, stakeholders, and customers . . . .
Honest Website, Our Principles, attached as Exhibit 5.
40.
Jessica Alba, one of Honest’s two co-founders, claims: “I created The Honest
Company to help moms and to give all children a better, safer start.” Honest Website, Who We
Are, attached as Exhibit 6.
41.
Honest’s other co-founder, Christopher Gavigan, claims that Honest’s products
are designed to avoid the toxic chemicals that consumers try to avoid:
Parents get a lot of advice about what to feed their children and how to baby-proof their
home . . . but many are still completely unaware of the toxic risks posed by everyday
basics, like diapers, home cleaners, body washes, and laundry soaps. Yet, there’s growing
consensus that some chemicals used in these products are linked to chronic diseases like
asthma, ADHD, and even cancer. . . .
I’m thrilled to launch a brand that offers some of the most thoughtfully designed,
innovative, and safest products available.
Ex. 6 (Honest Website, Who We Are).
42.
Honest similarly claims that the company was founded to provide
“unquestionably safe, ecofriendly” products. Honest Website, Our Story, attached as Exhibit 7.
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43.
Honest’s products are intended for use on infants, children, adults, and in the
home. Honest sells these products directly through its website in the form of a subscription
service and distributes them nationwide to purchasers. Honest also sells the Products through
traditional retail outlets.
44.
Honest holds itself out as an expert in ingredient chemistry. Honest touts its
chemical expertise and claims that it is “über-vigilant” about the latest science regarding toxic
chemicals. Honest Website, Honestly Free Guarantee, attached as Exhibit 8.
45.
Honest also touts its Scientific and Medical Advisory Board, further encouraging
consumers to rely on its “natural,” “plant-based,” and “no harsh chemicals (ever!)” claims.
Honest Website, Medical Advisory Board, attached as Exhibit 9.
46.
Honest also claims that if a new risk becomes apparent, it will “modify our
approach, and immediately update our formulation (that’s how we roll)!” Exhibit 8 (Honest
Website, Honestly Free Guarantee).
47.
Upon information and belief, Honest has profited enormously from its carefully
orchestrated image. In 2012 Honest’s revenue was $10 million. By 2014 it was $150 million,
with estimated revenue for 2015 to have been $250 million.
48.
Honest has also raised nearly $70 million in venture capital to expand its capacity.
Defendant has been valued at nearly $1 billion as it prepares to undertake an initial public share
offering.
PRODUCTS FALSELY LABELED AS “NATURAL” AND/OR “PLANT-BASED”
49.
On its product packages (and again online), Honest prominently labels many of its
products as “natural,” “all natural,” “naturally derived,” and/or “plant-based.”
representation is false as to the many products that contain synthetic ingredients.
-10CLASS ACTION COMPLAINT
This
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 11 of 47
50.
Further inducing consumers to rely on its deceptive representations, Honest does
not label all its products as “natural,” “all natural,” “naturally derived,” or “plant-based,” leading
consumers to believe that Honest carefully studies all its products’ ingredients to ensure that the
natural/plant-based claim is made only on those products that are truly natural or plant-based.
51.
Representing that a product is “natural,” “all natural,” “naturally derived,” and/or
“plant-based” is a statement of fact.
52.
Consumers reasonably believe that a product labeled as natural or all natural does
not contain synthetic ingredients.
53.
Similarly, consumers reasonably believe that a product labeled as “plant-based”
does not contain synthetic ingredients. Consumers reasonably expect that a plant-based product
contains only plant-based ingredients and water. Consumers reasonably expect that these plantbased ingredients may have been created using a synthetic processing aid, i.e., a synthetic
compound that helps process the plant ingredient but does not remain in the finished ingredient,
e.g., a synthetic agent that removes water or other substances from the plant ingredient.
Consumers, however, reasonably expect that the synthetic ingredient was not reacted with the
plant-based ingredient in such a way that the synthetic ingredient, in whole or in part, remains in
the finished ingredient.
54.
Similarly, consumers reasonably believe that a product labeled as “naturally
derived” does not contain synthetic ingredients.
55.
Trade associations also define natural and plant-based products as not containing
synthetic ingredients.
56.
Honest knows and intends that when consumers see the product labels promising
the product is natural, all natural, or plant-based, consumers will understand that to mean that, at
-11CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 12 of 47
the very least, the product does not contain synthetic ingredients.
57.
Honest’s representation that certain of its products are “natural,” “all natural,”
“naturally derived,” and/or “plant-based” is false. In fact, many of these products contain one or
more synthetic ingredients. See Exhibit 1.
58.
The Falsely Labeled Products are thus not “all natural,” “natural,” “naturally
derived,” or “plant-based,” and labeling them as such is misleading and deceptive.
59.
The Falsely Labeled Products include but are not limited to:2
4-in-1 Laundry Packs
Air + Fabric Freshener
Auto Dishwasher Gel
Bathroom Cleaner
Bathroom Cleaner Concentrate
Dishwasher Packs
Dryer Cloths
Floor Cleaner
Floor Cleaner Concentrate
Fruit + Veggie Wash
Glass + Window Cleaner
Glass + Window Cleaner Concentrate
Laundry Detergent
Oxy Boost
Rinse Aid
Toilet Cleaner
Stain Remover
Stain Remover Concentrate
Wet Mopping Pads
Bar Soap
Bubble Bath
Conditioner
Conditioning Detangler
Deodorant
Face + Body Lotion
2
Honest has discontinued offering some of the Falsely Labeled Products, has altered the
packaging, has altered the ingredients, or has selectively marketed the products. Honest also
regularly introduces new products that include artificial ingredients. The identity of these
additional products will be ascertained through discovery, and these products are hereby
included in the list of “Falsely Labeled Products” at issue in this action.
-12CLASS ACTION COMPLAINT
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Shampoo + Body Wash
3-in-1 Facial Towelettes
Hand Sanitizer Gel
Hand Sanitizer Spray
Foaming Hand Soap
Soothing Bottom Wash
Wipes
Wipes – Travel Packs
Kids’ Toothpaste
Toothpaste
Mouthwash
Housewarming Gift Set
Nesting Gift Set
Bathtime Gift Set
Discovery Set
Essentials Gift Bundle
60.
These products all contain synthetic ingredients, including but not limited to:
a. Caprylic/capric triglyceride is an artificial compound manufactured by
hydrolyzing coconut oil, removing the free glycerine, and separating the medium chain length
fatty acids by fractional distillation. The acids are then blended in the proper ratio and reesterified with glycerine
b. Caprylyl glycol is synthesized by the catalytic oxidation of caprylyl alkine oxides,
which are themselves often synthesized. Honest admits that its caprylyl glycol is synthetic:
-13CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 14 of 47
Honest Blog, Caprylyl Glycol, attached as Exhibit 10.3
3
an honest look at
Caprylyl Glycol
This is part of our ongoing series helping consumers better understand chemicals,
chemistry, and product formulations. We translate the science, bust the myths,
and give you an honest assessment, so you can make informed choices for your
family!
Ingredient: Caprylyl Glycol
Caprylyl glycol is an alcohol derived from caprylic acid—a natural fatty acid
-14CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 15 of 47
c. Caprylyl/myristyl glucoside is produced by alcoholysis of glucose with myristyl
and caprylyl alcohol under acidic conditions.
d. Cetearyl alcohol is a mixture of cetyl and stearyl alcohols. Cetyl alcohol is
classified as synthetic by federal regulations. It is chemically synthesized by, for example:
catalytic hydrogenation of the triglycerides obtained from coconut oil or tallow, oxidation of a
chain growth product of ethylene oligomerized on a triethylaluminum catalyst, reaction of
palmitoyl chloride and sodium borohydride, reaction of methylthiopalmitate plus Raney nickel.
Stearyl alcohol is also produced synthetically.
e. Cetearyl olivate is synthetic, and is produced from cetyl and stearyl alcohols.
Cetyl alcohol is classified as synthetic by federal regulations. It is chemically synthesized by, for
example: catalytic hydrogenation of the triglycerides obtained from coconut oil or tallow,
oxidation of a chain growth product of ethylene oligomerized on a triethylaluminum catalyst,
reaction of palmitoyl chloride and sodium borohydride, reaction of methylthiopalmitate plus
Raney nickel. Stearyl alcohol is also produced synthetically.
f. “Cetyl esters” is a synonym for synthetic spermaceti wax, a wax found in the head
of a sperm or bottlenose whale. This synthetic wax is designed to be indistinguishable in
composition and properties with natural spermaceti wax. It is a mixture of alkyl esters, most of
which are produced synthetically.
g. Cocamidopropyl betaine is a synthetic surfactant produced by reacting coconut
found in the milk of some mammals, as well as palm and coconut oils. Ours is
synthetically made, but nature-identical.
Exhibit 10 (Honest Blog, Caprylyl Glycol).
-15CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 16 of 47
oil fatty acids with 3,3-dimethylaminopropylamine, yielding cocamidopropyl dimethylamine. It
is then reacted with sodium monochloroacetate to produce cocamidopropyl betaine. Trade
associations prohibit cocamidopropyl betaine from being included in products labeled as “natural”
h. Cocamidopropyl hydroxysultaine is also a synthetic ingredient, prohibited by the
trade associations from household products and personal care products labeled as “natural”
i. Cocamidopropylamine oxide is a synthetic surfactant produced by reacting
hydrogenated coconut oil with dimethylamidopropylamine, and further reacting the product with
hydrogen peroxide.
j. Decyl glucoside can be produced by reacting glucose and n-butanol in the
presence of a strong acid catalyst such as p-toluenesulfonic acid or sulfuric acid, followed by the
transglycosidation of the resulting butyl glucoside with fatty alcohol to yield decyl glucoside.
Alternatively, it can be produced by reacting highly refined glucose with fatty acids in the
presence of an acid catalyst.
k. For personal care products, ethyl alcohol is produced chemically, and federal
regulations classify it as synthetic. Additionally, Honest Co. does not identify the denaturing
agent for many of the products.
l. Ethylhexyl palmitate is obtained by reacting 2-ethylhexyl alcohol with palmitic
acid.
m. Glyceryl stearate is chemically synthesized by glycerolysis or by esterification of
glycerol and stearic acid.
n. According to the ingredient supplier, guar hydroxypropyltrimonium chloride is
produced by chemically modifying guar gum by adding positively charged trimethylammonium
hydroxypropyl ether side chains.
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Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 17 of 47
o. Hydroxyethylcellulose is prepared by reacting alkali cellulose with ethylene oxide
in the presence of alcohol or acetone.
p. Hydroxypropyl guar hydroxypropyltrimonium chloride is the hydroxyporopyl
derivative of guar hydroxypropyltrimonium chloride, which itself is produced by chemically
modifying guar gum by adding positively charged trimethylammonium hydroxypropyl ether side
chains.
q. Lauryl glucoside is produced by alcoholysis of glucose and lauryl alcohol under
acidic conditions. Historically, lauryl alcohol was prepared solely from natural products, but is
now synthesized from ethylene.
r. Methylisothiazolinone is a synthetic biocide preservative produced by the
controlled chlorination of dimethyl-dithiodipropionamide in solvent and then neutralized.
s. Panthenol is a synthetic compound, produced by adding propanolamine to
optically active alpha, gamma-dihydroxy-beta,beta-dimethylbutyrolacton, such as by combining
3-amino-1-propanolamine with the lactone of 2,4-dihydroxy-3,3-dimethyl butyric acid or the
panthotheinc lactone of 2,4-dihydroxy-3,3-dimethyl butyric acid.
t. Phenoxyethanol is produced by reacting phenol with ethylene oxide in the
presence of a basic catalyst under pressure and heat. It is classified as synthetic by trade
associations governing the use of the term “natural” on household and personal care products.
Honest admits that phenoxyethanol is synthetic.
-17CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 18 of 47
Honest Blog, Phenoxyethanol, attached as Exhibit 2.4
4
an honest look at
Phenoxyethanol
This is part of our ongoing series helping consumers better understand chemicals,
chemistry, and product formulations. We translate the science, bust the myths,
and give you an honest assessment, so you can make informed choices for your
family!
Ingredient: Phenoxyethanol
-18CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 19 of 47
u. PPG-4 Laureth/Myreth-5 is the reaction product of lauryl and/or myristyl alcohol
with ethylene oxide and propylene oxide. It is the polyoxypropylene, polyoxyethylene ether of
lauryl alcohol and/or myristyl alcohol, containing an average of 5 moles of ethylene oxide and 4
moles of propylene oxide. It is produced by activating the alkyl alcohol with a metal hydroxide,
reacting the resulting alkoxide with propylene oxide and ethylene oxide, and then processing,
usually with a Brønsted-Lowry type acid or a methyl halide, which can potentially lead to the
generation of some 1,4-dioxane.
v. Sodium citrate is classified as synthetic by federal regulations. It is usually
prepared by reacting sodium carbonate or sodium hydroxide with citric acid, or by reacting
sodium sulfate with calcium citrate.
w. Sodium coco-sulfate is synthetic, produced by isolating C12 – C18 saturated fatty
acids from oils, and then sulfonating with chemicals such as sulfuric acid, sulfur trioxide, or
chlorosulfonic acid.
x. Sodium lauryl glucose carboxylate is a novel synthetic surfactant, prohibited by
trade groups from household products and personal care products labeled as “natural.”
y. Sodium methyl cocoyl taurate is synthetic, produced by reacting taurine or a
taurate salt with an appropriate fatty acid.
z. Sorbitan olivate is also synthetic, formed by the esterification of sorbitan with the
What it is: Phenoxyethanol can be found naturally in green tea, but the
commercial ingredient is synthetically produced in a laboratory creating what’s
termed a “nature identical” chemical. Specifically, it’s created by treating phenol
with ethylene oxide in an alkaline medium which all reacts to form a pH-balanced
ingredient.
Exhibit 2 (Honest Blog, Phenoxyethanol).
-19CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 20 of 47
wax obtained by partial hydrogenation of olive oil.
aa. Triethyl citrate is prepared by esterifying citric acid with ethyl alcohol.
bb. Ammonium glycyrrhizate is produced by acid precipitation of licorice root extract,
followed by neutralization with dilute ammonia. Ammonia is the fifth-highest-volume chemical
produced in the U.S., where it is principally produced by the partial combustion of natural gas.
cc. Benzisothiazolinone is a synthetic biocide that is used as a preservative.
According to ingredient suppliers, it is produced by a complex and proprietary series of chemical
reactions and separations.
dd. While bisabolol is naturally occurring substance, the ingredient used in personal
care products is alpha-bisabolol, which is synthesized by reacting ketodiene in ether with methyl
magnesium iodide, and adding saturated aqueous ammonium acetate solution.
ee. According to an ingredient manufacturer, butyloctyl salicylate is the synthetically
produced ester of Salicylic Acid.
ff. C12-15 Pareth-7 and C9-11 Pareth-3 can be derived from tallow. However,
Honest’s products are claimed to be vegan. Thus, the ingredients in Honest’s product are
synthesized by reacting ethylene oxide with the appropriate alcohol and alkali earth metal or
alkoxide, and the reaction is terminated by an acid (e.g., hyrochloric acid). 1,4 dioxane is
commonly formed as a byproduct. It is prohibited by industry associations from household
products and personal care products labeled as “natural.”
gg. Calcium ascorbate is classified by federal regulations as a chemical preservative.
It is prepared from ascorbic acid and calcium carbonate in acetone or alcohol.
hh. Coco-betaine is artificially produced by reacting fatty dimethyl amines from
coconuts with chloroacetic acid. It is classified as synthetic by trade associations governing the
-20CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 21 of 47
use of the term “natural” on household and personal care products.
ii. Coco-glucoside is chemically produced through coconut alcohol and glucose.
Coconut alcohol is a mixture of the fatty alcohols from the fatty acids derived from coconut oil.
Glucose is produced commercially by reacting sulfuric acid or hydrochloric acid with starch.
jj. Dipropylene glycol is produced by reacting propylene glycol and propylene oxide.
kk. Ethylhexylglycerin is a synthetic skin conditioning agent produced by the
catalytic splitting of ethylhexylglycidyl ether (also an artificial compound). It is prohibited by
industry associations from being included in products labeled as “natural.”
ll. Hydrated silica is also known as synthetic amorphous silicon dioxide. It is
synthetically produced by reacting an aqueous alkali metal silicate solution and a mineral acid.
mm. Isopropyl myristate is produced synthetically, either by reacting myristic acid
and isopropanol or myristoyl chloride with 2-propanol.
nn. Isopropyl palmitate is a synthetic compound prohibited by industry associations
from being added to household products and personal care products labeled as “natural.” It is
produced by reacting palmitic acid and isopropyl alcohol in the presence of an acid catalyst.
oo. Polysorbate 20 is classified as synthetic by federal regulations, and prohibited by
trade groups from being in products labeled as “natural.” It is a surfactant produced by reacting
sorbitol and its anhydrides with ethylene oxide.
pp. Polysorbate 80 is similarly a synthetic substance, prohibited by trade groups from
being in products labeled as “natural.” It is produced by reacting oleic acid with sorbitol and
ethylene oxide.
qq. Polyvinyl alcohol is a synthetic polymer produced by dissolving polyvinyl acetate
in methanol, and adding sodium hydroxide. Alternatively, it is produced by hydrolysis of
-21CLASS ACTION COMPLAINT
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polyvinyl acetate by ester interchange with methanol and sodium methylate.
rr. Potassium citrate is classified by federal regulations as synthetic. It is prepared
by reacting citric acid and potassium hydroxide, or by reacting citric acid with potassium
carbonate or bicarbonate.
ss. Potassium cocoate and potassium oleate is derived from oils and potassium
hydroxide (itself a synthetic substance).
tt. Potassium sorbate is produced by reacting sorbic acid and potassium hydroxide.
It is classified as a chemical preservative under federal regulations
uu. According to federal regulations, propylene glycol “does not occur in nature.”
Instead, it is manufactured by treating propylene with chlorinated water and sodium carbonate,
or by heating glyercol with sodium hydroxide.
vv. The silica that is in Honest‘s products is synthetic, as only the amorphous forms
of silica, and more specifically, synthetic amorphous silica and silicates, are used in cosmetics.
ww. According to federal regulations, sodium benzoate is not found to occur
naturally. Instead, it is chemically synthesized by reacting benzoic acid with sodium hydroxide,
sodium bicarbonate, or sodium carbonate.
xx. Sodium percarbonate, also listed as sodium carbonate peroxide, is a synthetic
substance produced by the reaction of sodium carbonate and hydrogen peroxide.
yy. According to federal regulations, sodium hydroxide is a synthetic compound,
produced by the electrolysis of sodium chloride solution and also by reacting calcium hydroxide
with sodium carbonate.
zz. According to federal regulations, sodium metasilicate is synthetic as “it does not
occur naturally but rather is synthesized by melting sand with sodium carbonate at 1400 °C.”
-22CLASS ACTION COMPLAINT
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aaa. Sodium palmate is synthesized by reacting palm oil with sodium hydroxide.
bbb. Sodium polyaspartate is a new anionic polymeric humectant derived from
aspartic acid, an artificial compound.
ccc. According to federal regulations, sodium sulfate is prepared by the
neutralization of sulfuric acid with sodium hydroxide.
ddd. Sorbitol occurs naturally but is produced synthetically for household products
by the electrolytic reduction or the transition metal catalytic hydrogenation of sugar solutions
containing glucose or fructose.
eee. Tocopherols are classified as synthetic substances by federal regulations, even
when extracted from natural oils, done through molecular distillation, solvent extraction, or
absorption chromatography.
fff. By federal regulation triacetin is prepared by heating glycerin with acetic
anhydride alone or in the presence of finely divided potassium hydrogen sulfate. It can also be
prepared by the reaction of oxygen with a liquid-phase mixture of allyl acetate and acetic acid
using a bromide salt as a catalyst. It is synthetic.
ggg. By federal regulation, calcium glycerophosphate is prepared by neutralizing
glycerophosphoric acid with calcium hydroxide or calcium carbonate. It is synthetic.
hhh. Though calcium silicate occus naturally in mineral form, commercial calcium
silicate sold for industrial use is prepared synthetically to control its absorbing power.
iii. Capryl/capramidopropyl betaine is a synthetic substance, produced by reacting
coconut oil fatty acids with synthetic substances, including 3,3-dimethylaminopropylamine.
jjj. Cellulose gum is prepared synthetically, by treating cellulose with alkali, reacting
with sodium monochloroacetate, and purifying.
-23CLASS ACTION COMPLAINT
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kkk. Polyglyceryl-4 laurate/sebacate is the monoester of Polyglycerin-4 and a
mixture of lauric and sebacic acids
lll. Polyglyceryl-6 caprylate/caprate is the monoester of polyglycerin-6 (q.v.) and a
mixture of caprylic and capric acids.
mmm.
Zinc ricinoleate is chemically produced, such as by reacting a zinc
compound with a ricinoleic acid-rich mixture obtained by cleaving glycerol from castor oil.
nnn. While urea exists in nature, it is synthesized for commercial use from carbon
dioxide and ammonia.
ooo.
Isopropyl alcohol is classified as synthetic by federal regulations.
ppp.
According to federal regulations, titanium dioxide is a synthetically
prepared color additive.
qqq.
According to federal regulations, the color additive zinc oxide is
manufactured by the French process, whereby zinc metal isolated from zinc-containing ore is
vaporized and then oxidized.
rrr. Other ingredients are also synthetic, including tetrasodium iminodisuccinate,
triethoxycaprylylsilane, polyglyceryl-4 oleate, polyhydroxystearic acid, dl-alpha tocopherol
acetate, hydrogenated methyl abietate, and hydroxyethyl ammonium methyl sulfate.
61.
Other ingredients in Honest’s products may be synthetic. For example:
a.
The enzymes used in Honest’s products may be produced from genetically
modified materials, as most enzymes used in household products nowadays are.
b.
Amylase may be produced from genetically modified materials, as most
enzymes used in household products nowadays are.
-24CLASS ACTION COMPLAINT
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c.
Glycerin can be naturally produced, but is typically chemically
manufactured by, e.g., hydrogenolysis of carbohydrates, by hydration of epichlorohydrin
followed by reaction with sodium hydroxide; reaction of allyl alcohol with hydrogen peroxide;
reaction of allyl alcohol with peracetic acid followed by hydrolysis. Glycerin can also be
produced from propylene oxide, where propene is epoxidized to propylene oxide, which is then
isomerized to allyl alcohol. A second epoxidation is carried out with peracetic acid, and the
resulting glycidol is hydrolyzed to glycerol.
d.
Acetic acid may be chemically synthesized, such as by oxidation of
acetaldehyde derived from ethylene, liquid phase oxidation of butane, and reaction of carbon
monoxide with methanol derived from natural gas.
e.
Menthol can be produced from mint oils or prepared synthetically.
f.
Sodium bicarbonate may be chemically synthesized, depending on the
processing methods used. In cosmetic products, sodium bicarbonate is typically artificially
produced by the Solvay process, where carbon dioxide is bubbled through a solution of sodium
chloride and ammonia to precipitate sodium bicarbonate.
g.
Sodium cocoate is the sodium salt of coconut acid. Coconut acid is
produced by hydrolysis and isolation of fatty material from coconut oil, and is then distilled. The
result is then reacted with sodium hydroxide to produce sodium cocoate.
62.
Honest has concealed the nature, identity, source, and/or method of preparation of
additional ingredients, which may also be synthetic ingredients. Thus, discovery is necessary to
uncover the true nature of other ingredients in Honest’s products.
-25CLASS ACTION COMPLAINT
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PRODUCTS FALSELY LABELED AS CONTAINING
“NO HARSH CHEMICALS (EVER!)”
63.
On most of its product packages, Honest labels its products as containing “no
harsh chemicals (ever!)” See Exhibit 1. Honest also shows this promise online, and repeats the
promise on each webpage for each product. See Exhibit 4.
64.
Representing that a product contains “no harsh chemicals” is a statement of fact.
65.
Consumers reasonably believe that a product labeled as not containing harsh
chemicals will not contain toxic or hazardous chemicals.
66.
To further encourage consumers to rely on its promise of “no harsh chemicals
(ever!),” Honest provides an “honestly FREE guarantee.”
What’s it mean? In a nutshell:
You can rest easy knowing The Honest Company DOES NOT USE healthcompromising chemicals or compounds.
Exhibit 8 (Honest Website, Honestly Free Guarantee) (red font in original).
67.
Honest gives consumers its own definition of non-toxic:
We define “non-toxic” as chemicals that are generally safer for humans and the
environment. While most manufacturers’ assessments of toxicity only take acute impacts
into consideration, we also assess chronic impacts, exposure routes, unique windows of
vulnerability, and a wide spectrum of potential health impacts including carcinogenicity,
teratogenicity, allergenicity, neurotoxicity, and more.
Honest Website, What Does Non-Toxic Really Mean?, attached as Exhibit 11.
68.
Honest’s promise of “no harsh chemicals (ever!)” is false.
69.
By way of example, the above products contain the following harsh chemicals:
a.
The toxicological properties of sodium coco-sulfate have not been
thoroughly investigated. Animal testing, however, indicates that sodium coco-sulfate is a skin
irritant and a severe eye irritant (causing eye damage that remains irreversible 21 days after
-26CLASS ACTION COMPLAINT
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exposure). It is closely related to sodium lauryl sulfate, a toxic compound consumers frequently
try to avoid. Sodium coco-sulfate is toxic by definition under federal law, based on animal
testing demonstrating that the substance is lethal even in very small doses.
b. Phenoxyethanol is toxic by definition under federal law, based on animal
testing demonstrating that the substance is lethal even in very small doses. Even short exposure
could cause serious temporary or residual injury. It is toxic to the kidneys, the nervous system,
and the liver. It is extremely hazardous in case of eye contact and very hazardous in case of skin
contact (defatting the skin and adversely affecting the central nervous system and peripheral
nervous system, causing headaches, tremors, and central nervous system depression). It is also
very hazardous in case of ingestion or inhalation. It degrades into substances that are even more
toxic. It is a Category 2 germ cell mutagen, meaning that it is suspected of mutating human cells
in a way that can be transmitted to children conceived after exposure. Phenoxyethanol is an
ethylene glycol ether, which is known to cause wasting of the testicles, reproductive changes,
infertility, and changes to kidney function. Phenoxyethanol is also Category 2 carcinogen,
meaning that it is suspected to induce cancer or increase its incidence. Case studies indicate that
repeated exposure to phenoxyethanol results in acute neurotoxic effects, as well as chronic
solvent- induced brain syndrome, constant irritability, impaired memory, depression, alcohol
intolerance, episodes of tachycardia and dyspnea, and problems with balance and rash.
c.
Methylisothiazolinone is a synthetic biocide and preservative. It is highly
toxic by definition under federal law, based on animal testing demonstrating that the substance is
lethal even in very small doses. It is also very toxic to aquatic life with long-lasting effects. It is
classified as a category 1 skin sensitizer, meaning that repeated skin contact causes an allergic
response in a substantial number of persons. In these sensitized individuals, very low future
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exposure can cause itching and a skin rash. It was named the Contact Allergen of the Year for
2013 by the American Contact Dermatitis Society. In fact, the scientific literature is replete in
case studies of people developing eczematous eruptions or dermatitis following use of common
personal care products containing even minuscule amounts of methylisothiazolinone (as low as,
or lower than, 20 parts per million, or 0.002%). The European Union’s Scientific Committee on
Consumer Safety (“SCCS”) concluded that, as to its potential to elicit contact allergy, no
information was available to evaluate its safety in rinse-off products, and no safe concentration
has been adequately demonstrated for in leave-on cosmetic products (including “wet wipes”).
Methylisothiazolinone also causes category 1 eye damage (serious eye damage that remains
irreversible 21 days after exposure), and category 1A skin corrosion, i.e., it irreversibly damages
the skin after short exposure. In animal tests, the substance caused visible necrosis after less than
3 minutes of exposure.
d.
Lauryl glucoside is classified as a skin irritant and as a category 1 skin
sensitizer, meaning that repeated skin contact causes a skin allergy in a substantial number of
persons. In these sensitized individuals, very low future exposure can cause itching and a skin
rash. Furthermore, it causes serious eye damage that remains irreversible 21 days after exposure.
e.
Guar hydroxypropyltrimonium chloride is very toxic to aquatic life with
long-lasting effects. According to the ingredient manufacturer, prolonged skin contact may also
cause skin irritation, redness, drying and flaking. ]
f.
Cocamidopropylamine oxide is hazardous to humans and very toxic to
aquatic life with long-lasting effects. It causes serious eye damage that remains irreversible 21
days after exposure. It causes category 1B skin corrosion, meaning that it irreversibly damages
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the skin after short exposure; in animal tests, the substance caused visible necrosis after less than
1 hour of exposure.
g.
Cocamidopropyl betaine is very toxic to aquatic life. To humans, it is a
skin irritant and causes serious eye damage that remains irreversible 21 days after exposure.
h.
Cetearyl alcohol is inherently toxic to aquatic life, toxic to the mucous
membranes, and is hazardous by definition under federal law. Its use in cosmetic products has
not been adequately assessed.
i.
Caprylic/Capric Triglyceride is classified as a skin and eye irritant. It is
also inherently toxic to aquatic life.
j.
Acetic acid is a substance that, on short exposure, could cause serious
temporary or residual injury even if prompt medical treatment is given. It is classified by
multiple federal laws as a hazardous and toxic substance. The National Institute for
Occupational Safety and Health (NIOSH) determined that concentrations as low as 50 parts per
million is immediately dangerous to life or health, meaning it poses an immediate threat to life,
would cause irreversible adverse health effects, or would impair an individual's ability to escape
from a dangerous atmosphere. Animal testing indicates that it may affect genetic material and
cause reproductive effects. It is a single exposure Category 1 systemic toxin, causing damage to
the blood system after a single exposure. It is also presumed to damage the respiratory organs
after a single exposure. Repeated or prolonged contact with spray mist may produce chronic eye
irritation, severe skin irritation, and/or respiratory tract irritation leading to frequent attacks of
bronchial infection. Accidental eye contact has caused irreversible corneal paralysis and
muddiness. It is highly corrosive to the skin and causes second degree burns after contact for a
few minutes. A harmful contamination of the air can be reached rather quickly on evaporation of
-29CLASS ACTION COMPLAINT
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this substance at below room temperature (20°C/68°F). It is also harmful to aquatic life.
k.
Benzisothiazolinone is a registered pesticide. It is very toxic to aquatic
life with long-lasting effects. It causes contact dermatitis and, according to the ingredient
supplier, serious eye damage that remains irreversible 21 days after exposure, including corneal
injury, vision impairment, and even blindness. It is toxic by definition under federal law, based
on animal testing demonstrating that the substance is lethal even in very small doses.
l.
Coco glucoside is harmful to aquatic life with long-term effects. It is a
skin irritant that causes serious eye damage that remains irreversible 21 days after exposure.
m.
Ethylhexylglycerin is toxic to aquatic organisms, with long-term adverse
effects. It is also harmful to humans, with eye contact causing serious eye damage.
n.
Federal law classifies hydrated silica as a toxic and hazardous air
o.
Potassium citrate is hazardous through all routes of exposure (skin, eye,
contaminant.
ingestion, and inhalation). It causes category 1A skin corrosion, meaning that it irreversibly
damages the skin after short exposure. In animal tests, the substance caused visible necrosis
after less than 3 minutes of exposure.
p.
Potassium sorbate is acutely toxic, based on animal testing. Its use in
cosmetic products is restricted in Europe. It is also hazardous in case of skin contact, eye contact,
ingestion, or inhalation. Animal testing indicates it to be a possible mutagen.
q.
Animal testing data indicates that propylene glycol may cause adverse
reproductive effects and birth defects. It is very toxic to aquatic life and a skin irritant. It is
classified as a category 1 skin sensitizer, meaning that repeated skin contact causes a skin allergy
in a substantial number of persons. In these sensitized individuals, very low future exposure can
-30CLASS ACTION COMPLAINT
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cause itching and a skin rash.
r.
Sodium benzoate is toxic to the female reproductive system, and it is
suspected to be toxic to the male reproductive system. It is also a suspected mutagen, meaning
that it is suspected of producing inheritable mutations in human germ cells in a way that can be
transmitted to children conceived after exposure. It may cause birth defects, and may also be
toxic to blood, the liver, and the central nervous system. It is hazardous by definition under
federal law, and is acutely toxic based on animal testing. It causes serious eye damage that
remains irreversible 21 days after exposure, and is a category 1 skin sensitizer.
s.
Sodium borate decahydrate is harmful to aquatic life with long-lasting
effects. It is a Category 1B reproductive toxin, meaning that, based on animal testing, it is
presumed to cause effects on human reproduction or development and may damage fertility or
the unborn child. According to ingredient suppliers, “ample” evidence exists that exposure to the
material directly causes human developmental disorders and reduced human fertility. According
to ingredient suppliers, it can accumulate in the testes and deplete germ cells and cause withering
of the testicles. Hair loss, skin inflammation, stomach ulcer and anemia can also occur. It is a
Category 1 target organ systemic toxin in humans, as after a single exposure, it causes damage to
the central nervous system, and generally low exposure causes damage to the kidneys, nervous
system, and respiratory organs. It is a skin and eye irritant.
t.
Sodium percarbonate, a.k.a. sodium carbonate peroxide is toxic to aquatic
life with long-lasting effects. It is very hazardous in case of skin contact and causes serious eye
damage that remains irreversible 21 days after exposure.
u.
Sodium metasilicate is toxic by definition under federal law, based on
animal testing demonstrating that the substance is lethal even in very small doses.. It causes
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serious eye damage that remains irreversible 21 days after exposure. It is highly corrosive to the
skin, causing irreversible damage after short exposure; in animal tests, the substance caused
visible necrosis after less than 1 hour of exposure. It is acutely toxic if ingested, even in minute
amounts. Human ingestion of 1 mL/kg causes changes in tubules (including acute renal failure
and necrosis), hematuria, and nausea or vomiting.
v.
Isopropyl alcohol is regulated by federal law as a toxic and hazardous
substance. The National Institute for Occupational Safety and Health (NIOSH) determined that
concentrations as low as 2000 parts per million is immediately dangerous to life or health,
meaning it poses an immediate threat to life, would cause irreversible adverse health effects, or
would impair an individual's ability to escape from a dangerous atmosphere. It is a Category 2
eye irritant, causing adverse effects on the cornea, iris, conjunctiva. It causes transient target
organ effects after single exposure, such as narcotic effects and respiratory tract infection.
w.
Titanium dioxide is a skin and eye irritant. It is hazardous by definition
under federal law. Animal studies indicate it may also be a mutagen.
x.
Zinc oxide is dangerous to the environment and very toxic to aquatic life
with long lasting effects. It is hazardous by definition under federal law.
y.
Other compounds, including isopropyl myristate, potassium oleate, silica,
sodium carbonate, sodium hydroxide, sodium sulfate, vanillin, behentrimonium chloride,
glyceryl stearate, and sodium lauroyl sarcosinate are harsh and – for some – also classified by
federal law as hazardous or toxic substances.
THE REPRESENTATIONS ARE FALSE, DECEPTIVE, AND MISLEADING
70.
Honest’s conduct deceived and/or was likely to deceive the public. Consumers
were deceived into believing that the listed ingredients are not synthetic, are “natural” and/or
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“plant-based,” and are not harsh chemicals. Instead, these ingredients are synthetic. Some are
also known or suspected toxins, carcinogens, and/or environmental hazards, and are not
reasonably expected by consumers to be added to the products.
71.
Consumers would not know the true nature of the ingredients merely by reading
the ingredient label. Discovery of the true nature of the ingredients requires knowledge of
chemistry and federal regulations beyond that of the average reasonable consumer.
HONEST’S DECEPTIVE AND MISLEADING OMISSIONS
72.
Honest deceptively and misleadingly conceals other material facts about the
Falsely Labeled Products, including:
a.
the true nature of the Falsely Labeled Products’ ingredients;
b.
that the Falsely Labeled Products contain artificial substances and
synthetic substances, substances that are synthetically manufactured, or are produced or
processed using synthetic ingredients, artificial ingredients, toxins, carcinogens, pollutants,
genetically modified organisms, and/or hazardous substances;
c.
that the Falsely Labeled Products are not “natural” and/or not “plant-
d.
that the Falsely Labeled Products contain harsh chemicals, including toxic
e.
that the Falsely Labeled Products are not what a reasonable consumer
based”;
compounds;
would consider to be “natural” and/or “plant-based;”
f.
that the Falsely Labeled Products contain chemicals that a reasonable
consumer would not expect in a product labeled as containing “no harsh chemicals (ever!).”
73.
Plaintiffs and the members of the Class are not at fault for failing to discover
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Honest’s wrongs earlier, and had no actual or presumptive knowledge of facts sufficient to put
them on inquiry notice.
74.
The production process Honest uses for many of its ingredients is known only to
it. Honest has not disclosed such information to Plaintiffs and the Class members. For example,
Honest adds “enzymes” to its products, but does not identify the enzyme added, nor whether the
enzyme is created from synthetic biology. Honest also has not identified the denaturing agent
used in its denatured alcohol. These facts are not ascertainable and are still not known to
Plaintiffs, the Class members, and reasonable consumers.
Honest’s concealment tolls the
applicable statute of limitations.
75.
To this day, Honest continues to conceal and suppress the true nature, identity,
source, and method of production of the ingredients in the Falsely Labeled Products.
HONEST KNEW THE REPRESENTATIONS WERE FALSE
76.
Honest holds itself out to the public as a trusted expert in the natural, plant-based,
and non-harsh products arena.
77.
Honest knew what representations it made regarding the Falsely Labeled
Products. It also knew what ingredients were added to each product, as (presumably) all product
ingredients are listed on the product packages.
78.
Honest is governed by and knows the federal regulations that govern the labeling
of the Falsely Labeled Products, and thus was aware that many of the ingredients are synthetic
and/or toxic.
79.
In September 2015, Plaintiffs’ counsel provided Honest with all the material
allegations included in this Complaint. Honest was thus specifically notified that its products
labeled as “natural” and/or “plant-based” contained synthetic substances and harsh compounds.
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80.
Honest thus knew all the facts demonstrating that its Falsely Labeled Products
were falsely advertised.
HONEST INTENDED CONSUMERS RELY ON ITS MISREPRESENTATIONS
81.
Honest made the false, deceptive, and misleading representations and omissions,
intending for Plaintiffs and the Class members to rely upon these representations and omissions
in purchasing one or more of the Falsely Labeled Products.
82.
In making the false, misleading, and deceptive representations and omissions at
issue, Honest knew and intended that consumers would purchase the Honest products when
consumers would otherwise purchase a competing product or employ an alternate regimen (such
as using vinegar for household cleaning).
83.
In making the false, misleading, and deceptive representations and omissions at
issue, Honest also knew and intended that consumers would pay a premium for natural and/or
plant-based products and products that are free of harsh chemicals, furthering Honest’s private
interest of increasing sales of its products and decreasing the sales of the all-natural and/or plantbased products that are truthfully marketed by its competitors.
84.
Honest knows that consumers prefer natural and plant-based products, and
products that do not contain harsh chemicals. Honest knows that consumers will pay a premium
for these products or would not purchase these products at all unless they were natural and/or
plant-based, and/or contained no harsh chemicals, as advertised.
85.
Similarly, independent surveys confirm that consumers will purchase more
natural products than conventional products, and will pay a premium for natural products.
CONSUMERS REASONABLY RELIED ON HONEST’S MISREPRESENTATIONS
86.
Consumers frequently rely on label representations and information in making
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purchase decisions, especially in purchasing food, personal care, or household products.
87.
When Plaintiffs and the Class members purchased the Falsely Labeled Products,
Plaintiffs and the Class members saw the false, misleading, and deceptive representations
detailed above, and did not receive disclosure of the facts concealed, as detailed above.
88.
These misrepresentations were uniform and were communicated to Plaintiffs and
every other member of the Class at every point of purchase and consumption.
89.
Plaintiffs and the Class members were among the intended recipients of Honest’s
deceptive representations and omissions.
90.
Plaintiffs and the Class members reasonably relied to their detriment on Honest’s
misleading representations and omissions.
91.
Honest’s false, misleading, and deceptive misrepresentations and omissions
deceived and misled, and are likely to continue to deceive and mislead, Plaintiffs, the Class
members, reasonable consumers, and the general public.
92.
Honest’s misleading affirmative statements further obscured what it failed to
disclose. Thus, reliance upon Honest’s misleading and deceptive representations and omissions
may be presumed.
93.
Honest made the deceptive representations and omissions with the intent to
induce Plaintiffs and the Class members to purchase the Falsely Labeled Products. Plaintiffs’
and the Class members’ reliance upon such representations and omissions may be presumed.
94.
Honest’s deceptive representations and omissions are material in that a reasonable
person would attach importance to such information and would be induced to act upon such
information in making purchase decisions. Thus, Plaintiffs’ and the Class members’ reliance
upon such representations and omissions may be presumed as a matter of law. The materiality of
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those representations and omissions also establishes causation between Honest’s conduct and the
injuries sustained by Plaintiffs and the Class members.
HONEST’S WRONGFUL CONDUCT CAUSED PLAINTIFFS’ INJURY
95.
As an immediate, direct, and proximate result of Honest’s false, misleading, and
deceptive representations and omissions, Honest injured Plaintiffs and the Class members in that
they:
a.
paid a sum of money for a product that was not as represented;
b.
paid a premium price for a product that was not as represented;
c.
were deprived the benefit of the bargain because the Falsely Labeled
Products they purchased were different from what Honest warranted;
d.
were deprived the benefit of the bargain because the Falsely Labeled
Products they purchased had less value than what was represented;
e.
did not receive a product that measured up to their expectations as created
by Honest.
96.
Had Honest not made the false, misleading, and deceptive representations and
omissions, Plaintiffs and the Class members would not have been injured as listed above.
Accordingly, Plaintiffs and the Class members have suffered “injury in fact” as a result of
Honest’s wrongful conduct.
97.
Plaintiffs and the Class members all paid money for the Falsely Labeled Products,
but did not obtain the full value of the advertised products due to Honest’s misrepresentations
and omissions. Plaintiffs and the Class members purchased, purchased more of, or paid more
for, the Falsely Labeled Products than they would have had they known the truth about the
Falsely Labeled Products. Accordingly, Plaintiffs and the Class members have suffered “injury
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in fact” and lost money or property as a result of Honest’s wrongful conduct.
HONEST BENEFITTED FROM ITS MISLEADING AND
DECEPTIVE REPRESENTATIONS AND OMISSIONS
98.
As the intended, direct, and proximate result of Honest’s false, misleading, and
deceptive representations and omissions, Honest has been unjustly enriched through more sales
of Falsely Labeled Products and higher profits at the expense of Plaintiffs and the Class
members. As a direct and proximate result of its deception, Honest also unfairly obtained other
benefits, including the higher value associated with a “natural” brand and the resulting higher
stock value, redirecting sales to it and away from its competitors, and increased sales of its other
products.
CLASS ALLEGATIONS
99.
Plaintiffs Brad Buonasera and Manon Buonasera, bring this action pursuant to
Rule 23 of the Federal Rules of Civil Procedure on behalf of themselves and all other similarly
situated New York residents defined as follows:
All New York residents who purchased the Falsely Labeled
Products (as defined herein) from a retail location within New
York.
100.
Excluded from the Class are officers and directors of Honest; members of the
immediate families of the officers and directors of Honest; Honest’s legal representatives, heirs,
successors, or assigns; and any entity in which they have or have had a controlling interest.
101.
Plaintiffs bring the Class pursuant to Federal Rules of Civil Procedure 23(a),
23(b)(1), 23(b)(2), and 23(b)(3).
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102.
At this time, Plaintiffs do not know the exact number of the Class members; given
the nature of the claims and the number of sales that Honest has made of the Products, Plaintiff
believes that the Class are so numerous that joinder of all members is impracticable.
103.
There is a well-defined community of interest in the questions of law and fact
involved in this case. Questions of law and fact common to the members of the Class that
predominate over questions that may affect individual Class members include:
(a)
whether Honest misrepresented and/or failed to disclose material facts concerning
the Falsely Labeled Products;
(b)
whether Honest’s conduct was unfair and/or deceptive; and
(c)
whether Honest breached an express warranty created through the labeling and
marketing of its Falsely Labeled Products.
104.
Plaintiffs’ claims are typical of those of the Class because Plaintiffs, like all
members of the Class, purchased one or more of Honest’s Falsely Labeled Products at a
premium price, relying on Honest’s false and misleading representations, and Plaintiffs sustained
damages from Honest’s wrongful conduct.
105.
Plaintiffs will fairly and adequately protect the interests of the Class because
Plaintiffs are similarly situated with, and have suffered similar injuries as, the members of the
Class they seek to represent. Plaintiffs feel that they have been deceived, wish to obtain redress
of the wrong, and want Honest to be stopped from perpetrating similar wrongs on others.
Plaintiffs are adequate representatives of the Class because their interests do not conflict with the
interests of the Class members they seek to represent, and they have retained counsel competent
and experienced in conducting complex class action litigation, who were the first to publicly
-39CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 40 of 47
uncover the true scope and extent of Honest’s wrongs. Plaintiffs have no interests adverse to
those of the Class members, and they will vigorously prosecute this litigation.
106.
A class action is superior to other available methods for the fair and efficient
adjudication of this controversy. Specifically, no Class has a substantial interest in individually
controlling the prosecution of a separate action. The damages suffered by each individual Class
member likely will be relatively small, especially given the burden and expense of individual
prosecution of the complex litigation necessitated by Honest’s conduct. Thus, it would be
virtually impossible for the Class members individually to redress effectively the wrongs done to
them.
107.
The prerequisites to maintaining a class action for injunctive or equitable relief
are met as Honest has acted or refused to act on grounds generally applicable to the Class,
thereby making appropriate final injunctive or equitable relief with respect to the Class as a
whole.
108.
Upon information and belief, there are no pending lawsuits concerning the
products at issue in this case. Concentration of the litigation concerning this matter in this Court
is desirable, the Class is comprised solely of New York residents and is of a moderate size, and
the difficulties likely to be encountered in the management of a class action are not great. The
resolution of the claims of all Class members in a single forum, and in a single proceeding,
would be a fair and efficient means of resolving the issues raised in this litigation.
109.
The prosecution of separate actions by Class would create a risk of establishing
inconsistent rulings and/or incompatible standards of conduct for Honest.
110.
Honest’s conduct is generally applicable to the Class as a whole and Plaintiffs
seek, inter alia, equitable remedies with respect to the Class as a whole. As such, Honest’s
-40CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 41 of 47
systematic policies and practices make declaratory relief with respect to the Class as a whole
appropriate.
111.
The Class is specifically identifiable to facilitate provision of adequate notice and
there will be no significant problems managing this case as a class action. Notice to the Class
can be made through various means, such as in-store leaflets, website advertisements, notices on
the labels of the packages, and/or direct notice to those consumers for which Honest knows the
e-mail or physical mailing address.
CAUSES OF ACTION
COUNT I
(Violation of the New York General Business Law § 349)
112.
Such acts of Honest, as described above, and each of them constitute unlawful,
deceptive, and fraudulent business acts and practices.
113.
As more fully described herein, Honest’s misleading marketing, advertising,
packaging, and labeling of the Falsely Labeled Products is likely to deceive a reasonable
consumer.
Indeed, Plaintiffs and the other Class members were deceived regarding the
characteristics of Honest’s Falsely Labeled Products, as Honest’s marketing, advertising,
packaging, and labeling of the Falsely Labeled Products misrepresents and/or omits the true
nature, quality, and/or ingredients of the Falsely Labeled Products.
114.
There is no benefit to consumers or competition from deceptively marketing and
labeling products. Indeed, the harm to consumers and competition is substantial.
115.
Plaintiffs and the other members of the Class who purchased the Falsely Labeled
Products suffered a substantial injury as alleged herein. Plaintiffs and the other members of the
Class who purchased the Falsely Labeled Products had no way of reasonably knowing that the
-41CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 42 of 47
Falsely Labeled Products they purchased were not as marketed, advertised, packaged, and
labeled. Thus, they could not have reasonably avoided the injury each of them suffered.
116.
Honest has violated, and continues to violate, § 349 of the New York General
Business Law, which makes deceptive acts and practices unlawful. As a direct and proximate
result of Honest’s violation of § 349, Plaintiffs and other members of the Class have suffered
damages in an amount to be determined at trial. Had Plaintiffs and the Class members known
the true facts, they would not have purchased the products, would have purchased fewer
products, or would not have been willing to pay the premium price Honest charged for the
products.
117.
Pursuant to New York General Business Law § 349, Plaintiffs seek an order of
this Court that includes, but is not limited to, an order enjoining Honest from continuing to
engage in unlawful, unfair, or fraudulent business practices or any other act prohibited by law.
118.
Plaintiffs and the other members of the Class may be irreparably harmed and/or
denied an effective and complete remedy if such an order is not granted.
119.
The unfair and deceptive acts and practices of Honest, as described above, present
a serious threat to Plaintiffs and the other members of the Class.
120.
THEREFORE, Plaintiffs pray for relief as set forth below.
COUNT II
(Violation of the New York General Business Law § 350)
121.
Such acts of Honest, as described above, and each of them constitute unlawful,
deceptive, and fraudulent business acts and practices.
122.
As more fully described herein, Honest’s misleading marketing, advertising,
packaging, and labeling of the Falsely Labeled Products is false advertising likely to deceive a
-42CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 43 of 47
reasonable consumer. Indeed, Plaintiffs and the other Class members were deceived regarding
the characteristics of Honest’s Falsely Labeled Products, as Honest’s marketing, advertising,
packaging, and labeling of the Falsely Labeled Products misrepresents and/or omits the true
nature, quality, and/or ingredients of the Falsely Labeled Products.
123.
There is no benefit to consumers or competition from deceptively marketing and
labeling products. Indeed, the harm to consumers and competition is substantial.
124.
Plaintiffs and the other members of the Class who purchased the Falsely Labeled
Products suffered a substantial injury as alleged herein. Plaintiffs and the other members of the
Class who purchased the Falsely Labeled Products had no way of reasonably knowing that the
Falsely Labeled Products they purchased were not as marketed, advertised, packaged, and
labeled. Thus, they could not have reasonably avoided the injury each of them suffered.
125.
Honest has violated, and continues to violate, § 350 of the New York General
Business Law, which makes false advertising unlawful. As a direct and proximate result of
Honest’s violation of § 350, Plaintiffs and other members of the Class have suffered damages in
an amount to be determined at trial. Had Plaintiffs and the Class members known the true facts,
they would not have purchased the products, would have purchased fewer products, or would not
have been willing to pay the premium price Honest charged for the products.
126.
Pursuant to New York General Business Law § 350-e, Plaintiffs seek to recover
their actual damages or $500, whichever is greater, and seek to have these damages trebled.
127.
Pursuant to New York General Business Law § 350, Plaintiffs also seek an order
of this Court that includes, but is not limited to, an order enjoining Honest from continuing to
engage in false advertising or any other act prohibited by law.
128.
Plaintiffs and the other members of the Class may be irreparably harmed and/or
-43CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 44 of 47
denied an effective and complete remedy if such an order is not granted.
129.
The unfair and deceptive acts and practices of Honest, as described above, present
a serious threat to Plaintiffs and the other members of the Class.
130.
THEREFORE, Plaintiffs pray for relief as set forth below.
COUNT III
(Based on Breach of Express Warranty)
131.
Honest provided Plaintiffs and other members of the Class with written express
warranties including, but not limited to, warranties that its Falsely Labeled Products were
“natural,” “all natural,” “naturally derived,” “plant-based,” and contained “no harsh chemicals
(ever!).”
132.
These affirmations of fact or promises by Honest relate to the goods and became
part of the basis of the bargain.
133.
Plaintiffs and members of the Class purchased the Falsely Labeled Products,
believing them to conform to the express warranties.
134.
Honest breached these warranties. This breach resulted in damages to Plaintiffs
and other members of the Class, who bought Falsely Labeled Products but did not receive the
goods as warranted.
135.
As a proximate result of the breach of warranties by Honest, Plaintiffs and the
other members of the Class did not receive goods as warranted. Plaintiffs and the members of
the Class therefore have been injured and have suffered damages in an amount to be proven at
trial. Among other things, Plaintiffs and members of the Class did not receive the benefit of the
bargain and have suffered other injuries as detailed above. Moreover, had Plaintiffs and the
-44CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 45 of 47
Class members known the true facts, they would not have purchased the products, would have
purchased fewer products, or would not have been willing to pay the premium price Honest
charged for the products.
136.
THEREFORE, Plaintiffs pray for relief as set forth below.
COUNT IV
(Unjust Enrichment)
137.
As a result of Honest’s deceptive, fraudulent, and misleading labeling,
advertising, marketing, and sales of the Falsely Labeled Products, Honest was enriched at the
expense of Plaintiffs and the other members of the Class through the payment of the purchase
price for Honest’s Falsely Labeled Products.
138.
Under the circumstances, it would be against equity and good conscience to
permit Honest to retain the ill-gotten benefits that it received from Plaintiffs and the other
members of the Class, in light of the fact that the Falsely Labeled Products purchased by
Plaintiffs and the other members of the Class were not what Honest purported them to be. Thus,
it would be unjust or inequitable for Honest to retain the benefit without restitution to Plaintiffs
and the other members of the Class for the monies paid to Honest for such Falsely Labeled
Products.
139.
THEREFORE, Plaintiffs pray for relief as set forth below.
PRAYER FOR RELIEF
WHEREFORE, Plaintiffs demand judgment on behalf of themselves and the proposed
Class providing such relief as follows:
A.
Certification of the Class proposed herein under Federal Rule of Civil Procedure
-45CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 46 of 47
23(a), (b)(1), (b)(2), and (b)(3); appointment of Plaintiffs as representatives of the Class; and
appointment of their undersigned counsel as counsel for the Class;
B.
A declaration that Honest is financially responsible for notifying members of the
Class of the pendency of this suit;
C.
An order requiring an accounting for, and imposition of a constructive trust upon,
all monies received by Honest as a result of the unfair, misleading, fraudulent, and unlawful
conduct alleged herein;
D.
Restitution, disgorgement, refund, and/or other monetary damages, together with
costs and disbursements, including reasonable attorneys’ fees pursuant to the applicable statutes
and prejudgment interest at the maximum rate allowable by law;
E.
Injunctive relief on behalf of the Class pursuant to New York General Business
Code § 349 and common law, enjoining Honest’s unlawful and deceptive acts;
F.
Statutory damages in the maximum amount provided by law; and
G.
Such further relief as this Court may deem just and proper.
JURY TRIAL DEMANDED
Plaintiffs and the Class members hereby demand a trial by jury.
DATED: February 12, 2016
-46CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1 Filed 02/12/16 Page 47 of 47
THE GOLAN FIRM
_________________________
Yvette Golan
[email protected]
720 Rusk St.
Houston, TX 77002
Telephone: (866) 298-4150
Facsimile: (928) 441-8250
THE RICHMAN LAW GROUP
Kim E. Richman
[email protected]
81 Prospect St.
Brooklyn, NY 11201
Telephone: (212) 687-8291
Facsimile: (212) 687-8292
FINKELSTEIN, BLANKINSHIP,
FREI-PEARSON & GARBER, LLP
Todd S. Garber
[email protected]
D. Gregory Blankinship
[email protected]
1311 Mamaroneck Ave., Suite 220
White Plains, NY 10605
Telephone: (914) 298-3281
Facsimile: (914) 824-1561
TERRELL MARSHALL DAUDT
& WILLIE PLLC
Beth Terrell
[email protected]
Samuel Strauss
[email protected]
936 N. 34th St., Suite 300
Seattle, WA 98103
Phone: (206) 816-6603
Fax: (206) 319-5450
-47CLASS ACTION COMPLAINT
Case 7:16-cv-01125 Document 1-1 Filed 02/12/16 Page 1 of 28
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Filed 02/12/16
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Document 1-3
Filed 02/12/16
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Case 7:16-cv-01125
Document 1-3
Filed 02/12/16
Exhibit 1
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Document 1-3
Filed 02/12/16
Page
Exhibit 1
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Caring Caution: Do
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INGREDIENTS: DEIONIZED WATER. DECYL GLUCOSIDE (PLANTBASED SOLLIMIZER), ZINC RIONDLE.ATE (NATURALLY DERIVED
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-3
Exhibit 1
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-3
Page
Exhibit 1
14 of 28
Page
65 of 141
NON TOXIC, N.ATURAI. AFOMATHERAPY
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Case 7:16-cv-01125
Document 1-3
Filed 02/12/16
Page
Exhibit 1
15 of 28
Page
66 of 141
HOWTOXIC7 NATURAL AROMATHERAPY
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-3
Page
Exhibit 1
16 of 28
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Document 1-3
Filed 02/12/16
Page
17 of 28
Page 68 of 141
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-3
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-3
28 of 28
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Document 1-4
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Filed 02/12/16
Document 1-4
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Case 7:16-cv-01125
Document 1-4
Filed 02/12/16
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Document 1-4
Filed 02/12/16
21 of 24
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-4
22 of 24
Page
Exhibit 1
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Document 1-4
Filed 02/12/16
Exhibit 1
Page
23 of 24
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Bottoms rejoice!
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Case 7:16-cv-01125
Document 1-4
Filed 02/12/16
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Exhibit 1
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Document 1-5
Filed 02/12/16
Exhibitl
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Document 1-5
Filed 02/12/16
Page
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Document 1-5
Filed 02/12/16
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-5
11 of 25
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
13 of 25
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
14 of 25
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117 of 141
Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
15 of 25
Page
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118 of 141
Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
16 of 25
Exhibit 1
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-5
Page
Exhibit 1
17 of 25
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-5
18 of 25
Page
Exhibit 1
Page
121 of 141
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
19 of 25
Page
122 of 141
Drug Facts (continued)
Inactive ingredients Water,
Glycerin,
Hydroxypropyi
Guar, Citrus Aurantium Dulcis (Orange) Oil,
Vanilla
Planifolia Fruit Extract, Aloe Barbadensis Leaf
Juice,
Calendula Off icings Rower Extract, Chamomilis
Recutita Rower Extract
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
20 of 25
Page
123 of 141
Dmig Facts
Active ingredient
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Uses Helps reduce
/Me
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
21 of 25
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
22 of 25
Page
125 of 141
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Page
Exhibit 1
23 of 25
126 of 141
Page
Drug Forts
Active ingredient
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Exhibit 1
Page
24 of 25
Page
127 of 141
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Case 7:16-cv-01125
Document 1-5
Filed 02/12/16
Exhibit 1
Page
25 of 25
Page
lt.r14EOIENTS:
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128 of 141
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-6
Page
Exhibit 1
1 of 13
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INGREDIENTS: WATER, ETHYL ALCOHOL
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Case 7:16-cv-01125
Filed 02/12/16
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Case 7:16-cv-01125 Document 1-7 Filed 02/12/16 Page 1 of 5
What is Phenoxyethanol? - Ingredients - Honestly... The Honest Company Blog
9/22/15, 12:56 PM
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WELLNESS ()
WHAT IS PHENOXYETHANOL?
(https://blog.honest.com/wp-content/uploads/2013/04/phenoxyethanol-definition1.png)
This is part of our ongoing series helping consumers better understand chemicals,
chemistry, and product formulations. We translate the science, bust the myths, and give
you an honest assessment, so you can make informed choices for your family!
Ingredient
Ingredient: Phenoxyethanol
What it is
is: Phenoxyethanol can be found naturally in green tea, but the commercial
ingredient is synthetically produced in a laboratory creating what’s termed a “nature
identical” chemical. Specifically, it’s created by treating phenol with ethylene oxide in
an alkaline medium which all reacts to form a pH-balanced ingredient.
What it does
does: Fights bacteria. Most personal care products are made with a lot of
water and a variety of nutrients (consider all of the natural oils and botanicals in Honest
products!) which makes an incredibly hospitable breeding ground for microorganisms.
What’s worse – the product might smell and look just fine, but be swarming with
bacteria or fungi that are dangerous to your health. Effective preservatives are vital for
ensuring safety!
Why we use it
it: We use phenoxyethanol in a very low concentration as a preservative
in 5 of our products (Stain Remover, Multi-Surface Spray, Dish Soap, Hand Soap &
Laundry Detergent) because the most accessible alternatives for these types of
formulas include parabens and formaldehyde-releasing preservatives. Both are classes
https://blog.honest.com/what-is-phenoxyethanol/
Page 1 of 5
Case 7:16-cv-01125 Document 1-7 Filed 02/12/16 Page 2 of 5
What is Phenoxyethanol? - Ingredients - Honestly... The Honest Company Blog
of chemicals with demonstrable evidence of potential health risks, whereas
phenoxyethanol is very safe at low levels. It’s been tested on the skin and eyes and it is
non-irritating and non-sensitizing at levels of 2.2% or lower while being effective at only
1% concentrations. The European Union and Japan both approve its use up to that 1%
level and our formulas fall well below the recommendation at 0.5% or less (depending
on the specific product).
Even better, phenoxyethanol doesn’t react with other ingredients, air, or light. This kind
of stability makes it an especially effective preservative.
9/22/15, 12:56 PM
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What’s more, it’s included in the Handbook of Green Chemicals
(http://books.google.com/books?
id=pKrBNbkE2c0C&pg=PR7&lpg=PR7&dq=handbook+of+green+chemicals&source=bl&ots=4DmRHxRpdI&sig=DlC8k5cC6DmxeapAx9q2mzbPwlg&hl=en&s
and is also Whole Foods Premium Body Care
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of
Honest Products
approved. And, their standards, developed by a team of scientists over the course of
years, are some of the strictest available. If these two credible sources give it a thumbsFirst Name
up, we do, too.
Why we’re featuring it today
today: We regularly hear from customers concerned about
this ingredient because there’s quite a bit of online controversy about its safety. You’ll
find it being mentioned as everything from a developmental and reproductive toxicant
to being linked to cancer. Fundamentally, it’s poorly interpreted science.
Here’s the real deal
deal: Most of the studies that have found significant negative health
impacts are based on full-strength or high-dose exposures. In real life usage,
exposures are quite small. That’s why it’s approved at levels up to 1%. It’s all about the
final formulation.
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Think of it like a cupcake recipe. You wouldn’t want to eat a mouthful of salt, or raw
egg, or flour, or probably any other ingredient that goes into a cupcake. (Not only
would it taste disgusting, eating a bunch of salt or raw eggs could make you sick!) But
mixed in just the right amounts, baked just the right way, a cupcake is divine. That’s the
magic of chemistry! Product formulations work the same way.
We’d like to point out a study that helped inform our decision to use it – a study
conducted on pre-term newborn babies
(http://www.unboundmedicine.com/evidence/ub/citation/12183146/Use_of_2_2_phenoxyethanol_and_0_1_octenidine_as_antiseptic_in_premature_newbo
a phenoxyethanol-based antiseptic as the preferred, gentle formula that’s quickly
metabolized by even a premature baby’s system.
Now, we’re not trying to write-off our customers concerns about this ingredient –
honestly, it’s not perfect, but there are not many preservatives that are. Even alcohol
can be harsh and has it’s limitations.
Given all this, we recognize that phenoxyethanol isn’t perfect, and we are actually
already trying to find a replacement. It’s the spirit of the company and our commitment
to you, to always try to do better!
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We certainly stand behind the safety of our products, but we know there’s always room
for improvement and we take all of our customers’ feedback and concerns to heart.
Have any other questions or concerns about phenoxyethanol? We’re happy to hear
them and help you better understand this ingredient!
Learn more:
International Journal of Toxicology Final Report on the Safety Assessment of
Phenoxyethanol (http://ijt.sagepub.com/content/9/2/259.abstract)
SOCIAL GOODNESS
https://blog.honest.com/what-is-phenoxyethanol/
Page 2 of 5
Case 7:16-cv-01125 Document 1-7 Filed 02/12/16 Page 3 of 5
What is Phenoxyethanol? - Ingredients - Honestly... The Honest Company Blog
CIR Safety Review: (http://www.cosmeticsinfo.org/ingredient_more_details.php?
ingredient_id=516) The CIR Expert Panel reviewed safety data on
Phenoxyethanol and noted that it was practically nontoxic via oral and dermal
administration.
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anohkos
•
6 days ago
so you're basically saying having poison in our bodies is ok if it does not ecxeed
1% of any given product we use? Your articles are misleading and dangerous,
please do the appropriate HONEST research!
△ ▽
• Reply • Share ›
Angela Henderson
•
18 days ago
http://www.fda.gov/NewsEvents/...
△ ▽
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Christina
•
25 days ago
I like that you are trying to educate people about ingredients. I am not currently
using any of your products but found your blog while doing research on
phenoxyethanol and other possible allergens. I have been experiencing strange
allergic reactions to something in the products that I am using. Out of the eight
products sitting here on my desk that I am using everyday...5 of them contain
phenoxyethanol. These are on my skin and in my hair everyday. 3 of them are
from the same company and I purchased them thinking that they were more
natural, organic, non-gmo and made with plant based ingredients therefore more
healthy. Individually it would seem they are...but I am beginning to see that my
exposure is much greater than I could have imagined. Wishing you all the best.
△ ▽
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Breastfeeding Basics: Is Your Baby Getting
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4. What is Phenoxyethanol?
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• Reply • Share ›
Erika Summers
•
a month ago
The issue is, many products contain it so it's not such a low does anymore. Just
like 1 cupcake isn't so bad but a dozen is!
△ ▽
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none
a month ago
•
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CONTACT US
(HTTPS://BLOG.HONEST.COM/CONTACTUS) - 1.888.862.8818
(TEL:+18888628818)
It is not found in green tea. This is a lie. It is a completely synthetic chemical. The
Honest Co is not honest at all! I will not be purchasing your products.
1△
▽
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Summr > none
•
12 days ago
Wow. I'd like to suggest you do a little research (and investigate your
sources) before making ignorant statements. Though I do concede it is
becoming increasingly difficult to find truth and reputable info these days.
Can't even trust the word "organic" anymore. However, phenoxyethanol is
in fact found, naturally, in green tea. This company makes no claim they
use plant based phenoxyethanol. That is made clear in the article. I for one
appreciate there candor.
And no, I do not have any ties to this company nor have I ever purchased
anything from them. Happened upon the article quite by accident, never
been here before.
△ ▽
Ahmed
•
• Reply • Share ›
3 months ago
hi, i purchased enlargement cream which ingredient are Phenoxyethanol, water,
https://blog.honest.com/what-is-phenoxyethanol/
Page 3 of 5
Case 7:16-cv-01125 Document 1-7 Filed 02/12/16 Page 4 of 5
What is Phenoxyethanol? - Ingredients - Honestly... The Honest Company Blog
9/22/15, 12:56 PM
hi, i purchased enlargement cream which ingredient are Phenoxyethanol, water,
glycol stearate SE, isopropyl myristate, fenugreek oil, allantoin vitamine A,
gragrance, i want to know can i use it .
thx
• Reply • Share ›
△ ▽
Johan A.
10 months ago
•
@pk The EPA abstract does not mention Phenoxyethanol, only other glycol
ethers, and there is also a question of dose levels. Phenoxyethanol is GRAS in the
whole world at levels below 1%.
1△
pk
•
▽
• Reply • Share ›
a year ago
"The EPA (Environmental Protection Agency) data sheets show chromosomal
changes and genetic mutation effects in testing as well as testicular atrophy and
interference with reproductivity in mice." says Wikipedia.
http://en.wikipedia.org/wiki/P...
2△
▽
• Reply • Share ›
SUPRA luca > pk
•
a month ago
The whole sentence is:
"The EPA (Environmental Protection Agency) data sheets show
chromosomal
changes and genetic mutation effects in testing as well as testicular
atrophy and interference with reproductivity in mice for other glycol
ethers, although phenoxyethanol is not mentioned in the abstract."
△ ▽
• Reply • Share ›
Care > pk
•
5 months ago
"or other Glycol Ethers, although Phenoxyethanol is not mentioned in the
abstract.[11]" This is the rest of that sentence. There is no period after the
word 'mice." This statement was not in reference to Phenoxyethanol.
1△
Nick Bro
▽
• Reply • Share ›
a year ago
•
Tagged
△ ▽
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mominala
•
2 years ago
the referenced Final Report on the Safety Assessment of Phenoxyethanol is dated
1990. could there be newer references we can review?
3△
RE
•
▽
• Reply • Share ›
2 years ago
Can you use this product on HE machines?
△ ▽
VK
•
• Reply • Share ›
2 years ago
Nice honest article (a couple of instances of it's being confused with its- just
thought I'd let you know in a friendly way!)
△ ▽
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Case 7:16-cv-01125 Document 1-7 Filed 02/12/16 Page 5 of 5
What is Phenoxyethanol? - Ingredients - Honestly... The Honest Company Blog
9/22/15, 12:56 PM
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Free
Guarantee)
oz.
INGREDIENTS:
PurifTed Water, Sodium Citrate
(Corn-Based ComplexIng Agent), Caprylyi/Myristyl Glucoside (Plant-Based
Cleanser), Citric Acld (Citrus-Based Softening Agent). Xanthan Gum (Corn-Based Thickener), Enzymes,
(Biodegradable Amino Acids Catalyst), Potassium Sorbate (Food-Grade Preservative)
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
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911
u,DLES
3, APERIN5
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CLEAraisC
YEACINS & i.10eE
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plant
advanced
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& mineral-based dishwasher soap in
a
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pack
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gleaming. Concentrated.
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clean dishes
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mineral-based ingredients bffillaney clean your plates, glassware. cutlery, and bakeware
Water-soluble, biodegradable pouch makes these premeasured packs super convenient, without any
Dual-action
Unique plant and
mess or
waste
Formulated for standard and
European
automatic dishwasher models
Pure rinse formula- NO harsh chemical residues or worries!
Non-toxic for you and your
family
Naturally-Derived Ingredients
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Honestly Free
No Mess and No Waste
made without: SLS,
Guarantee
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Septic Safe
Effective In All
Temperatures
fragrances, glycols, dyes, phosphates, 1, 4-dfoxane, chlorine,
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or
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Free and Clear
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Free
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INGREDIENTS:
Sodium Carbonate
(Natural Soda Ash to Soften Water). Sodium Citrate (Citrus-Derived Cleaner), Sodium
(Minerai-Based Cleanser and Brightener), Sodium Carbonate Peroxide (Solid Form of
Hydrogen PeroxIde to Clean), Sodium Sulfate (MIneral-Based Softener), Silica (Antl-Caking and Polishing
lvletasilicate
Mineral).
C3-11Pareth-3
(Bio-Derfsed Cleanser),
Sodium Poiyaspartate (Biodegradable Water Softener),
(Biodegradable Water Softener), Alpha Amylase (Soll-Remoying Enzyme),
(Soli-Removing Enzyme), Polyvinyl Alcohol (Biodegradable, Water-Soluble Film)
Tetrasodium iminodisuccinate
Alpha
7 of 20
7 of 41
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
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PERSONAL CARE
CLEAN MG
VITAMINS & MOPS
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cloths
dryer
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& art-, static
dryer
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tip
Dryer
PRODUCTS OF
YOUR CHOICE
premi urn ciotrres-drying
experience over traditional dryer sheets. Our dryer cloths Infuse
prant-derived softeners directly into fabrics as they dry. Enjoy soft.
static-free laundry
Our Innev8tive "Wet"
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ONLY
35.95
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Recurring moat ly. cancel
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It's time for
premium clothes-drying experlencel
technology, our "WET" Dryer Cloths are specially formulated with plant-derived
Ingredients that gently infuse softeners directly into fabrics as they dry
Clothing feels extra-soft, honestly fresh, and static free
No fillers here! Made without animal by-products
many traditional dryer sheets use animal fat that
a sticicy and gummy residue that can dull colors over time
a
With innovative
Each cloth
can
be used 2 times!
Great for those with allergies and sensitive skin
Non-toxic for you and your family
Baby and Allergy Eafe Hypoallergenic
MI5 Honestly Free
Iluir
Guarantee
pH
no
synthetic fragrances
Neutral
or
dyes
Vegan
made without:
SLS, fragrance, dyes, phosphates, 1, 4-dioxane, chlorine, DEA,
'orimIdotivtl,.
ca
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or
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32 Reusable Cloths
up to 64 loads
INGREDIENTS:
Water, Hydroxyethyl Ammonlurn Methyl Sulfate (Canola-Based Softner), Propylene Glycol
(Organic Div!), Dipropylene Glycol (Organic Diol), Benzisothiazolinone (Preservative)
Deionized
8 of 20
8 of 41
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fabric
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leaves
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
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floor cleaner
shine, restore, & protect wood R.. laminate flo•r,,
AIME
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WHEN YOU
Say goodbye to messy buckets of-water using our rinse-free,
natural, 4-ln-1 floor cleaner. Safe and effective as both a laminate
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a
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fantastic!
Now available
as a
4
oz.
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concentrate
SPROLJORTH0SICOEF $ON3L5v.95
}02111614,
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add water!
Recurring month.ly,
anytime!
car.;
about
Powerful. natural 4-In-1 formula for all your floor
Designed
to
safely
break down grease,
Works like
a
dream
on
care
needs
food, and dirt
will not
damage
wax or
other
protective coatings
hardwoods, bamboo, laminate, and other sealed floors
Super easy rinse-free formula
Repels dust naturally
means no
messy bucket of water
No harsh chemicals ever!
Clean, shine, restore, protect!
Safe Effective pH Balanced Septic
Asa Honestly Free
W Guarantee
and
Graywater Safe
made without: ammonia, SLS.
C.!ILSIarO. MEA..
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fragrances,
coal tar.
DEA, TEA, rroIInrLIrIr ic.ais
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dyes, cresol, nonyl phenol
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INGREDIENTS:
Water,
9 of 20
9 of 41
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Page
Ethyl
Alcohol
Potassium Sarbate
(Fermented
Prom Corn
Sugar), Caprylyl/Myristyl
Glucoside
(Plant-Based Cleanser),
plant-Based Preservative), Acetic Acid (Natural Buffering Agent), Gluconic Acid (PlantBased Buffering Agent), Citrus Grandls (ROA Certified Organic Grapefruit) DII, Llmonene !Orange) Oil,
Rosmarinus Officinalis Nosemary Leaf) 011
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
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^.ERSONAL CARE
CLF_ANMG
VITAMINS & MCKIE
GEAR &MORE
GIFTS
Cleaning
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clean
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&
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and more wilh
vegetables truly
clean! Ban
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monthly, cancel
anytime!
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Naturally cut through chemical residues and wax ta leave fruits and vegetables truly clean!
safely and effectively rentases unwanted:
pesticide and chemical residues
waxes, dirt, handling oils, and surface contaminants (found an both conventional and organically grown
Plant-based formula
produce)
No taste or odor left behind
Significantly more effective than cleaning with water alone'
browning and helps food last up to 20046 longer'
Inhibits
Non-Toxic for you and your
Plant-Eased
Based
on
Safe
family
Effective
independent lab tests. Results based
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an
specific
Honest to
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made without: ammonia, SLVSLES.
diouaric. cHorir,J bleach-L.E, lcdr
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testing.
synthetic fragrances, dyes, phosphates, 1.4-
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or ouus•.:rs
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INGREDIENTS:
Purified Water, Citric Acid
(Sugar-Based), Sodium Citrate (Citrus-Based), Sea Salt, Vegetable Glycerin
(Vegetable 011-Based), Decyl Glucosicle (Corn-Based), Calcium Ascorbate (Natural Antioxidant)
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
Page
11 of 20
11 of
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Powerful
Only 4
plant-based formula
natural
leaves all
types of glass gleaming and crystal clear
like grease, grit, dirt, dust, finger-pr[rits, and
Ingredients cut through all kinds of grime
nose-prints
Repels dust and won't leave behind haze, streaks,
Honestly squeaky clean
No harsh chemIcaLs (ever!)
Non-Toxic for you and your famlly
Safe Effective pH Balanced
.0,
Honestly Free
made wlthout:
Guarantee
Honest tO
N-..1
or
risky residues
2-Butoxyethanol, ammonia, SLS, phosphates, hexoxyethanol,
phthalates. fragrances. propylene glycol
Your
our
Goodness
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ma
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INGREDIENTS:
Water, Alcohol Denat. (Corn-Derived Solvent), CaprylyMyrlstyl Glucoside (Piant-Based Surfactant), Acetic
Acid
(Plant-Based Vlnegar)
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
12 of 20
Page
Exhibit 4
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honestly cute designs each month.
wipes. Mix & match
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
A,ERING
=LEDING
PESSCINAL CARE
CLEAN:NC
VITAMINS, MORE
GEAR .1 !MERE
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Cleaning
laundry detergent
hypoalle, genic
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12.95
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hypoulhi.rgenic laundry detergent
naturally cleans stubborn stains and hfe's unexpected messes
without harsh chernlcals or synthetic fragrances. Our laundry soap
Our
Is
perfect for
and effective
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anyErne,
bables and sensItive skin
about
Cleans stubborn stains, dirt, food, and life's
unexpected messes
clothing)
Exceptional stain removal while guarding colors
Rinses thoroughly, leaving textiles softer, brlghter, and truly clean
all with
a
neutral
pH (non-irrItatlng
to
skin and does not discolor
all natural and synthetic washables,
Suitable for ALL your famllys laundry
and other fine washables
Including
cloth diapers, !nand-
washing wools, silks,
Perfect for babies and sensidve skin
without chernIcals residues left behind
funnily
Hypoallergenic Biodegradable pH
Non-toxic for you and your
Safe
Honestly Free
GLIBIT ntee
Balanced
made without: SLS, synthetic perfume, glycol, enzymes, dyes, phosphates, 1, 4dio.xane, chlorine, DEA, formaldehyde, petrocheffcals, caustics, or optIcai
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70 fi.
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oz.
70 HE Loads
Free and Clear isee Honestly Fi'ee
tank and graywater safe
Guarantee}
Septic
INGREDIENTS:
Cocamidonropyi Betaine (Coconut-Based Cheanser}, Sodium Coco Sulfate (Coconut-Based
Cleanser), Cocamfdopropylamfne Oxlde (Coconut-Based Cleanser), Phenoxyethanal pl-I-Sensftive
Preservative), Methyllsothlazollnone (Preservative), Eguisetum Hlemale Horsetail Plant) Extract
PuritIed Water,
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
Page
14 of 20
14 of
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11:-, 0Nts„
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oxy boost
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versatile stein
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ultra-versatile, effective alternative
conventional chlorine bleach. Destain. Deodorize.
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ROCLITI ing
In the
monthly.
ca-nro
anytime!
about
cleaning
naturally-derived inpredlents USG oxygen for destaining and
breaking down stains, grease, and dirt
Advanced 5-in-1 action: stain remover, whitener, color brightener, deodorizer, and water softener
Keeps your whites delightfully white and colars bright without harsh chlorine or phosphates
Effectively breaks dawn organic stains like food, Juice, splt-up, grease, dirt, coffee/tea, egg, diaper waste.
and life's unexpected messes
The extra BOOST for your in-wash
deodorizing
attacking
and
Incredible Multi-Use:
laundry pre-spotter/pre-soak
spot cleaner on carpets, upholstery,
as a
u
deodorizer and
and fabrics/clothing
all-purpose cleaner for trash cans, diaper pails,
ice chests,
or even
mold and mildew
stains In the bathroom
Non-toxlc for you and your
Hypoallergenic
Free
to, Honestly
Guarantee
Honest to
Iv
family
Effective in All
Temperatures Colar-Safe Septic Safe
made without:
SLS, fragrances, dyes, glycols, phosphates, 1, 4-dlocarte, chlorine,
DEA,
1Di
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Free and Clear
15.2
oz
(see Honestly
(432 grams)
Sodium Carbonate Peroxide
Free
Guarantee}
(Solid Form of Hydrogen Peroxide Bonded With Naturally-Derived Soda Ash
Brighten), Sodium Carbonate (Naturally-Derived Soda Ash to Soften Water and Fabrics),
Polyvinyl Alcohol (Biodegradable, Water-Soluble Film)
to
Ciean and
QUE
We're here ii
Bundle &
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
gm%
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rinse aid
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clear.
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came.
anytime!
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No residues. No wordes.
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Clean rinse formula
safely
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sparkle
eliminating haze, streaking, spots,
and caicium
deposits
Dishes and
gtassware
Will not etch metal
or
come
naturally crystal clear, without
out
harsh chemical residues left behind
sliver
Formulated for standard and
Plant and mineral based
European automatic dish washing machines
ingredlenls, Including urea sal, provide tremendous cleaning without corrosfve
effects
bleach, vapors, residues, or worries!
family
Effective pH Neutral Septic and Graywater Safe
No harsh
Non-toxic for you and your
Safe
Honesty Free
1111.
(0.1,
made without, SLS, synthetic fragrances, glycol, acrylic acid polymers, dyes,
phosphates.1.4-ciloxane, chlorine. DEA, formaldehyde, petrochemicals, or caustics
Guarantee
Honest to
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Goodness
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healh education and
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manufacturer's
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amounts)
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INGREDIENTS:
Purified Water,
Limon
15 of 20
15 of
41
r, ONesi.
6
Page
(Lemon)
Ethyl Hexyl Glucoside (Plant-Based Cleanser), Urea (Salt-Based Oxidizing Agent), Citrus
Peel Oil, Pheroxyethanol (Ph-Sensitive Preservative, Methylisothiazolinone )Preservative)
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
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invite friends
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spray deaner refills
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SAVE UP TO 35%
WHEN YOU
Advanced
plant-based spray cleaner
concentrates tackle
dirt,
grease, and grime anywhere. anytime
Just add water! Available
for all 5 of our super versatile and ultra effective natural spray and
Bundle & Save
surface cleaners.
=PRODUCTS OF
40 YOUR CHOICE
ONLY
$35.95
PER
NLOWITI
Recurring mocthly. cancei
arytime!
about
Know what's
even
better than
Concentrate Refills, you
over
and over
recycling? Reusing.
Now with our Honest
the Honest
Bottles you have
can reuse
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16 of
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Case 7:16-cv-01125
Document 1-9
Filed 02/12/16
Page
17 of 20
Exhibit 4
17 of
41
details er4
ingredients
Available for 5
cleaning products, Including: Multi-Surface Cleaner.
Remover, Floor Cleaner, and Glass
i-
Bathroom
Cleaner, Stain
Window Cleaner
MULTI-SURFACE CLEANER
White
Grapefruit, 4.0 fl.
(115 mL)
oz.
INGREDIENTS:
Purified Water. Sodium Coco Sulfate (Coconut-Based Cleanser). Caprylyl/Myrlstyl Glucoside (P1ant-Based
Cleanser), Phenoxyethanol (pH-Sensitive Preservative), Citrus Grandfs 011 (N.O.P. Certified Organic
Grapefruit Oil), PPG-4 Laureth/Myreth-5 (Coconut-Based Cleanser). Alcohol (Fermented From Corn Sugars).
Methyfisothiazolinone (Preservative)
BATHROOM CLEANER
Eucalyptus Mint, 4.0 fl.
oz.
(118 mL)
INGREDIENTS:
Water. Ethyl Alcohol (Fermented From Corn
Sugar), CaprylyliMyristyl Glucoside (Plant-Based Cleanser),
Sodium Gluconate (Plant-Based Water-Softener), Sodium Citrate (Plant-Based Water-Soltener), Potassium
Sorbate {Plant-Based Preservative), Citric Acid (Plant- Based pH Regulator), Aloe Barbadensis (Aloe) Leaf
Juice, Eucalyptus Globulus (Eucalyptus) Leaf 011, Menthe Arvensis (Wild Mint) Leaf Oil, Melaleuca
Aiternlfolla
(Tea Tree)
Leaf OH
STAIN REMOVER
French Lavendet, 4.0 fl.
oz.
(118 mL)
INGREDIENTS:
Purified Water, Alcohol
Sugars), Sodium Borate (Mineral Cleansing Salt),
Capryiyi/Myristyl Giucoslde (Sugar-Based Cieanser), Sodium Gluconate (Plant-Based Water-Softener),
Phenoxyethanol (pH-Sensitive Preservative), Lavanduia Angustifolla Oil (N.O.P. Certified Organic Lavender
Essentfal
isopropyl Rubbing Alcohol (Denaturant), Methyllsothlazolinone (Preservative)
(Fermented
From Corn
FLOOR CLEANER
Citrus
Rosemary, 4.0 fi.
oz.
(115 rriL)
INGREDIENTS:
Water.
Ethyl
Alcohol
(Fermented
From Corn
Potassium Sorbate
Based
(Plant-Based Preservative).
Buffering Agent), Citrus Grancils (N.O.P. Certified
Rosmarinus Officinalls
GLASS
Sugar), Caprylyi/Myristyl
+
4, 0 fl. oz.
Glucoside
(Plant-Based Cleanser),
(Natural Buffering Agent). Giuconic Acid (PlantOrganic Grapefruit) 011, Limonene (Orange) Oil,
Acetic Acid
(Rosemary Leaf) Oil
WINDOW CLEANER
(18 mL)
INGREDIENTS:
Water. Alcohol DenaL
Acid
(Corn-Derived Solvent), Caprylyl/Myristyl Glucoside (Plant-Based Surfactant), Acetic
(Plant-Based Vinegar)
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
searc.
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invite friends
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Clea ninn
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Ultra-versatile stain removal and odor
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Li^vt,
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PRIEM
V
French Lavender
26 fi.
oz.
18 of 20
18 of
41
REE TRIAL
1-
Page
(769 ml.)
INGREDIENTS:
Purified Water, Alcohol (Fermented From Corn
Sugars), Sodium Borate (Mineral Cleansing Salt),
(Sugar-Based Cleanser), Sodium Gluconate (Plant-Based Water-Softener),
Pheriovethanol (pH-Sensitive Preservative), Lavandula Angustifoila Oil IN.C.P. Certified Organic Lavender
Essential ON), isopropyl Rubbing Alcohol (Denaturant), Methylisothiazolinone (Preservative)
Caprylyl/Myristyl
Glucciside
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
search honed
sign
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in
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clealine
toilet cleaner
powerful stain & odor eliminator
55•95
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Tea tree oft
Ismasin
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typical
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carrel
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that bowl who's boss!
about
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Powerful
Tea tree
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hygienically
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all, citric acid, arid plant-based cleansers get after grime and decimate din
Eucalyptus essential oil keeps your bathroom smelling
Easy-rinse formula leaves nothing behind but a natural
Non-toxic for you and your family
Safe pH neutral Septic and Graywater Safe
Honestly Free
%IF
Guarantee
made without:
clean and fresh
(no harmful fumes or VOCs)
shine
ammonia, chlorine bleach, hydrochloric acid, synthetic fragrance,
oxalic acid, para-dichlorobenzene, bromine, acetopherione,
dyes, phosphates,
caustics,
f•••-,
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Y.Dor
or
ammonium
nonoxynoi-4 sulfate
purchase helps func: health education and gives products free of harsh
Goodness,
iTe centers,
Certified
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details &
ingredients
Tea Tree
Eucalyptus
27 fl.
(800 mL)
oz.
19 of 20
19 of
41
FREE TRIAL
o
Page
INGREDIENTS:
Water, Citric Acld
(Plant-Based pH Regulator), Caprylylitvlyristyl Glucoside (Plant-Based Cleanser), Giuconic
(Plant-Based pH Regulator), Xanthan Gum (Natural Viscosity Enhancel, Potassium Sorbate (PlantBased Preseniative), Lavandula Angustifolla (Lavender) Oil, Eucalyptus Globulus (Eucalyptus) Leaf Oil,
Acid
Melaieuca Aiternifolia
(Tea Tree)
Leaf Oil
Case 7:16-cv-01125
Filed 02/12/16
Document 1-9
Exhibit 4
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natural, safe, and effective ingredients
little dash of love. Perfect travel sfze for pulses,
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20 of 20
20 of
41
Wog,
SHARE
Page
bags, diaper bags,
as
well
backpacks,
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LAUNDRY DETERGENT
v
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includes
Lifts and
formulated to be pure and effective
removes
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Suitable for all your famlly's
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Including cloth diapers, wool, silks, and other
hand washables
71:1
Hypoallergenic Biodegradable pH Balanced Safe
2.0 fl.
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oz.
SHAMPOO 4 BODY WASH
Tear-free, plant-based 2-in-1 foaming cleanser wash Is perfect for the whole fa mhy
Natural, plant-based, and organic Ingredients gently cleanse, moisturize. and
2:Z.
nourish for head to toe ha ppl ness
Gentle enough for babies with sensitive sitin
Hypoallergenic Tear-Free Color-Safe Vegan pH Balanced
Sweet Orange Vanilla, 0.75 fl. oz.
ORGANIC HEAUNG BALM
dry, chafed. Or sensitve skln
Organic sunflower, olive. anrf coconut oils work with enriching
All purpose salve for
shea butter to
nourish, moisturIze, and help soothe sensitive and dry skin
Hypoallergenic
0.75
FACE
+
Certified
Organic Vegeta ria n pH
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oz.
BODY LOTION
Safely moisturize and nourish babies and bodies of ali ages with natural, plantbased oils and botanicals
Perfect for all skin
types
Hypoallergenic Vegan
e.
sensItive, dry, and allergy-prone
Plant-Based
pH Balanced
0.75 hoc
HAND SOAP
Rich and creamy lather Infused wIth
soothing
lavender oll to
help clean and soften
hands
Great for the whole
family —from stIciry, little lingers to
everythlog in between
pH balanced to leave skin soft and hydrated
hands and
Natural
Hypoallergenic
LavenOer. 2.0 P.
oz.
pH Balanced
Dad's soiled
gardening
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
Page
1 of 21
21 of
41
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mopping pads
plant based floor
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messes
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Easily fits irto standard swivel or standing mops and sweepers NO messy buckets of
Extra durable & thick
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Designed
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(ever')
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n
ammonia, ELS, synthetic fragrances, coal tar dyes. cresoL nonylphenol ethoxylate.
phosphates. MEA. DEA. TEA, caustics & most common allergens
Honest to, rur
purchase helps fund health education and gives products free of harsh
Goodness
--hook and childcare centers
Certified
4irr
Caparallan
details &
Citrus
65.•11;igia.
MIZE :1131INF:g
ingredients
Rosemary
12 Fre-moistened disposable pads
10.2-
x
8.66'
INGREDIENTS!
Water. Alcohol Depot.,
Capryl/Capramidobropyi
Belaine, Citrus Aurantium Dulcis
(Orange)
Peel Oil, Lltsea
Cubeba (May Chang) Fruit OH, Lavandula Angustlfolla (Lavender) OW Mentha Piperlta (Peppermint) OIL
Citrus Limon (Lemon) Fruit Ofi, Rosmarinus Officinalls (Rosemary) Leaf OIL Citrus Nobills (Mandadn) Oil,
Triacetin, Citrus Aurantiurn Bergamla (Bergamot)
Benzoate, Silver Citrate
Fruit
011,
Potassium
Sorbate, Citric Acid, Sodium
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
Page
2 of 21
22 of
41
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wrapped in a beautiful lightweight reusable
perfect for art and crafts, diaper storage, photos,
oys and more!
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gift se+KIP
includes
SHAMPOO
-1-
BODY WASH
Natural and organic Ingredients gently cleanse, moisturize and nourish your baby end farnily's entire boay from
head to toe
p1-1 balanced
to remove dirt without
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HypoeHergenic
stripping natural oils and support tender skin and delicate halr
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0.5
FACE
BODY LOTION
Our natural,
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gar
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feeling supremely
soft and never greasy
sensitive, dry and allergy-prone
types
oz.
CONDITIONER
Hydrating, plant-based
humectants
fight eizA stop
static, and
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Luxurious a rgan oil, shea butter, murumuru seed butter and botanicals
naturally soften,
nourish & boost shine
pampering every strand!
Gentle and safe for
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and color-treated hair
perfect
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family
0.5 fl. oz.
411
BUBBLE BATH
Pure and
soothing
specially formulated
for
long-lasting, fun-Mled,
natural hulahles for kids of all ages!
Chardon-1Se, calendula, and aloe gently soothe and nourish
Organic
coconut oil moisturizes
12.0 fl. oz.
BODY OIL
A
llg hi, soothing
blend that leaves skin
silky and
nourished. Made with
organic oils and
botanicals to skin of all
ages.
Organiclojoba. tarnanu, olive, avocado, ane sunflower oils nourish and moisturize, while chamomile and
help gently calm and soothe skin
Perfect anytrne, especially alter bath or shower
great for baby massage and morn's belly
-Pc
411
oz.
calendula
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
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['PEE TRIAL
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Case 7:16-cv-01125
Document 1-10
Filed 02/12/16
Page
Exhibit 4
4 of 21
24 of
41
5,Cti-jil..i.,
BUNDLES
DiAPERING
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CLEANING
VITAMINS & MORE
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=3•Personal
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Luxurious argan oil, shea butter, murumuru seed butter, and botanicals naturaHy soften. nourish, and
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No harsh chemicals (evedi
honestly pure and exiremely satisfying
Natural Plant-Based Color-Sate Vegan pH Balanced
Lek Honestly Free
made without: SLS, sulfates, silicones, paratens, phthalates. fragrances, dyes, formaldehyde, ettioxylates.
PEG, petrochemicals, or most common aliergens
Guarantee
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nurenase bolas `Lund education and
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Sweet
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dry
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ingredients
Orange
(250 mL)
VanlHa
oz.
INGREDIENTS:
Water, Cetearyl Alcohol, Glycerin, Behentrimoniurn Chloride, Calendula [Aches Flower Extract', Chamomilla Recutlta (MatrIcana) Hower
Extract', Vanilla Planifolla Fruit Extract, Citrus Tangerina (TangerIne} Peel Ofl, Cocos Nucffera (Coconut) Oil'. Crambe Abyssinica Seed 011,
Orbignya Spedosa
Kernel
Oil, Citrus Aurantfum Dulcis (Orange) Peel Oil, Argania Solnosa (Argan) Kernel 011', Butyrospermum Palle (Shea)
Butter% Astrocaryurn Murumuru Seed Butter, Hydrolyzed Jojoba Protein, Hydrolyzed Oulnca, Ethylhexyl Palmitate, Hydroxyethylcellulose,
Caprylhydroxamic Acid, Hydroxyprogyl Guar Hydroxypropyitrarionium Chloride, Cetyi Esters, Panthenol, Capryly1 Glycol, Trlethyl Cltrate, Cltric
Acid
'Organic Ingredient
Case 7:16-cv-01125
Document 1-10
Filed 02/12/16
Page
5 of 21
Exhibit 4
25 of
41
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honest" 3-in-1 facial towelettes
gently cleanse,
moisturize &
makeup
remove
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'5.95
Quantity: C5
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hydrated, arid happy
skin!
about
Enriched with
riaturally-derived olive
oft and
plant
botanicals to
help effectively dissolve
and
remove
makeup
and
hydrate
skin without
rinsing
purified, fresh, and healthy-looking, without a greasy residue
gentle for delicate eyes and sensitive skin
Ultra soft, medlcal-grade, sustainabiy harvested plant-based cloth
OphthalmologIcally Tested Dermatologically Tested. Hypoallergenic pH Balanced Vegan
infused with aloe and chamomile to cleanse and condition, leaving skin
Extra
th Honestly Free
Guarantee
Honest to
in
l'–of
SLS, alcohoi, phthalates, parabens, fragrances, MEA, DEA, TEA, phenols, PEGs, silicones,
made without:
glycols,
or most common
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fund education and
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137.MC
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details &
ninrito
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ingredients
30 pre-moistened toweiettes
7.6"
x
7"
INGREDIENTS:
WateMaqua, Polysorbate 20,
Olea
Sodium Citrate, Aloe Barbadensis
Extract
Europaea (Olive)
(Aloe)
Leaf Juice,
isopropyl Myristate, isopropyl Pairn[tate, Citric Acid, Silver Dihydrogen Citrate,
Glycyrrhfiza Uralenals (Licorice] Root Extract, Chamomilla Recutita (Chamomile) Flower
Fruit 0[1,
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
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1:27=E
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Alcohol Uenart RaterrAdaa, FFdnlOrrOeiO vapiniarra NVItch Honell Loaf Omer,, Poyglycoryl- 4 Olersao, Sosliam Gturarnato. Aloe darOodens:
1.0100) Lear juice', MOIT3rO.E. IT-Myrna (Baroarnot; Orr, to:a 196aro OloOlijUs LiroaraTaust toot air, Cirrus 0101.1115. 1.666066rin Orandel011", Citrus
a a•ron I FAIN CM', Melaparx a Altorniro lel [Toe Nan) 1.661 00, SaNia Otacinatis 15601 Lear Oa', Sotheflifi Notalls Porrtan
Croottornao) 0/r, Colendelo OtO,13,955 9-101 MollgeldJ FrOWD, ticnrncr, CoalmOnt1101RoCUten (MBIXDAtiat FlOW0t Extrarr..Grycorin (Ve9e0011ier,
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LAVEUDER VANILLA
Aloanol Oen or. Wolff I
Aqua. H91.081110(4 Vrminiano Won Horcra L.661 Smatar. PolY-11, VcnrYL4 aeale. 50611009 OilLlxllltlfl. 9io Enr06616°,11,.
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(Aloe Vero: I ont.loic6^, 1 uonkotos Slobuirrs Leaf Or. Varwa Pianifolla Foot Oil...arAnernis 1401311,5 ;Roman OtionrOtralel 111000r
Aiterrniloya. (Top Tro-ea tee, O....Citrus Linton (Lemon!. Prod Olt Soloto
Crianrowlla Reartu irdatrirorle/ Flower border.
Glycerin'.
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6 of 21
26 of
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RolyBryoury1-5 CarrrylareiCzorotx. Aloe Elerhaclermis (Moe Verat Leaf oTt.EICe. Rorgostomon Cuban Oil Etarotwarld, Sontalurn
Ootoopi 61 tooneltlos Root Oil (4e110511, r.uDelyptus.G1oduluts Loaf 00, Cirrus Modica) t ran, 4to011nl Pohl Oil-.
prinaniwonnt Oti,
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Page
Exhibit 4
7 of 21
27 of
41
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72,
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wrzt-rntrw
Personal Care
hand sanitizer spray
lemongrass
travel hand sanitizer with
Invigorating lemongrass & moisturizing aloe
45•95
Quantity: I;D
a.
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1
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hand.
3...d.
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i
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PRODUCTS OF
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ONLY
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RA .0.111.
Racurring mantis,. caaccq anyiirno!
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Hand disinfectant spray with
protection. Infused
perfect travel
plant-based ingredients and botanicals for long-lastina antibacterial
our lemongrass hand sanitizer spray Is super portable, making
with essential oils,
it a
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Effectively kills 99.9% of germs and bacteria
Antiseptic and antimicrobial protection made with plant-based ingredients
Soothing botanicals help reduce drying, redness and chapping
Lemongrass essential oil refreshes and Invigorates for an instant pick•me-up
no sticky residues
Quick drying
No rinsing required!
Super portable and no-mess, no-fuss packaging
Leaves skin son, moisturized and germ-free
Also available In Lavender and Orange
No harsh chemicals (evert)
honestly clean and extremely satisfying
Honestly Free
eh
4111.
made without: triclosan, benzalkonfum chloride, gusts,
Guarantee
forma
•!'t1M
Idohyde carriers, petrochemicals,
Certified
WINNER
Corporal.
Available in 3 scents:
2-pack,
2.0 ft
paraberis, synthetic fragrances, glycols, chlorine,
allergens
or most common
oz.
cr
ROn
tie.ry
Lavender, Lemongrass,
feh"d"A;
and
EMIRS
MINUS
Orange
(50 ml4 each
ACTIVE INGREDIENT:
Ethyl
Alcohol 62%
INACTIVE INGREDIENTS:
Water, Aloe Barbadensis Leaf Juice. Glycerin, Citrus Aurantium Dulcfs (Orange) Oil. Cyrnbopogon Schoenanthus Oil, Calendula Officinalfs
Flower Extract, ChamomIlla Recutlta Flower Extract
Case 7:16-cv-01125
Document 1-10
Filed 02/12/16
Exhibit 4
foaming
hand soap
hydrnting fmming hand
sidao
55.95
onvihtly
Quantity*
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MOULTS OF ONLY
YOUR CHOICE
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hydrate your skIn with soothtng plant
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8 of 21
28 of
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Persona Care
4-1
Page
Or,
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QRELIIENTS:
LAVMORie
Water, Potassium Palm Ketneiate, Potassium Oleate. Glycerin, Potassium Cocoate,
(LW, ridel Nowa; Potassium
C vete, Months Plporqs
EFep iserrmnd Oil, CitsC
Lava
duia
Angustifoila
Ado
teraONGRAS5
Wnlco Polasstrrn Palm Kerner
Petosartln, Dipole
Giyr.cotn,
PotaSnlorn CPU/Erie.
CynThopogon
5ChoendnthLis I Lernong ram) On, Potassium °nate. Cltno Acid
MANDARIN
Water, PoOisolum Palen Kernel ate, POtaSSfunl Oleote, Glyeerfn, PotasYlurn Cocoote, Citrus Nobllis
IMandann Orange) Pefl- Oil, Citrus Parathst iGraaefruit.) Pee: Oil, Ponssiurn Citrate, Citric Acid
"Certlred Sustainable
by RSPO
Node ki the USAratth US
all d
Imported rnnterlo.
We guarantee your complete ealtractionl
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oh 13
limn Is. No anIrrInI
by-prodUcla_
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
1=1e
semn
•n
Invite frfends
sign In
blog
9
IINS
-1
E.C.,..OLES
AnEPING
EEJIN.5
PEeSONAL CARE
CLEANIGG
VITAMINS & MORE
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114
Personal Care
toothpaste
natural & fluo, ide-free
toothpaste
.1111111111.1.M
53•95-'5.95
Quantity0
1
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Select Size.
Buy Now
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9
111
SHARE:
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1
size:
inownv
t,
SAVE UP TO 35%
WHEN YOU
cleansin experience
refreshing
naturally
beneficial. Our non-fluoride toothpaste helps reduce tartar bulldup.
h tighten teeth, and promote healthy teeth and gums. It's infused
A mouth
that is as
as it
is
Bundle & Save
with an extra boost of natural mint flavor to leave your mouth
refreshed and
derightfully
clean.
PRODucTs OF ONLY
youR CHOICE $39.95
Healthy mouths, happy
P. MONTH
smiles]
Recurring monthly. ea neer
nyEirne!
about
Naturally helps promote healthy teeth and gums for
Calcium helps protect and strengthen tooth enamel
Baking
soda and natural silica
Organic aloe, organic ginger,
optimal
dental
hygiene
gently polish, and brighten teeth
help soothe oral and gum irritation
and bisaboloi
that sometimes
accompanies brushing
Added green tea offers
Absolutely
no
powerful
antioxidants
artificial sweeteners, flavors or dyes
peppermint far a great tasting, refreshing
(evert)
Vegan Fluoride-Free
Extra natural
sensation
No harsh chemicals
Natural
ak, Honestly Free
W
made without: SLS, sulfates, saccharin, fluoride, artificial sweeteners, artirid aI
Guarantee
lavors.
Honest to
Goodness
Ycur
parabens. triclosan. gluten.
or
dyes
purchase helps 'end educatIch and
for
youth
to pursue their
Certified
Child
muiitii
CI
Fresh Mint
Net wt. 6 oz.
070 g)
or
1.5
oz.
(2 pack)
INGREDIENTS:
(Mineral), Water, Aloe Barbadensis (Aloe) Leaf Juice—, Sodium Laurayl
(Coconut-Derlyed Cleanser), Carrageenan (Seaweed-Derived Stabilizer), Calcium
Glycerophosphate iMineral), disarpoloi (Botanical Soother). Zingiber Officinal@ (Ginger) Root
Extract", Camellia Sinensis /Green Tea) Leaf Extract, Flavor', Sodium Bicarbonate (Baking
Soda), Hydrated Silica (Mineral), Sodium Chloride /Common Salt)
Glycerin,
9 of 21
29 of
41
FREE TRIAL
feeling
Page
Calcium Carbonate
Sarcosinate
'Ali Natural Mint Flavor
"Derived From
Organic Botanicals
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
Chat
Us!
ft qh
El.:NDLEE
^en..
=EEO,:
CLEAN
E.
GEP.
Personal Care
kid s tooth paste
(8. great tasting!)
natu -al. fluoride-free
111.11111111M
oral
care
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Our Kids Tooth L13 KC'
T-N-Js.hiro^, s t at kic
nelps brighten teeth, promote
flght tartar buildup. Healthy mouths,
love( Our fluctride-free formula
healthy teeth and gums,
happy smiles(
and
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5 Pro"UDRUccrRosicOEF 3L5.95
PEP 1^101, 1
Macho ing
monthly, cancel
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about
V
Naturally promotes healthy teeth and gums for optimal dental
Calcium helps protect and strengthen tooth enamel
Baking
soda and natural silica
gently polish
and
brighten
hygiene.
teeth
Organlc aloe, organic ginger, and bisabolol help soothe gum irritation that sometimes accompanies
brushing
Absolutely na artificial sweeteners, flavors or dyes
Specially formulated all natural strawberry flavor for kids (blg and small) great tasting, yummy,
and safe on
tummy
No harsh chemicals
Safe
Natural
igh Honestly
(ever!)
Tasting Vegan
Great
Free
made without SLS, sulfates, saccharin, fluoride, artificial sweeternrs, triclosal,
W Guarantee
1.,:^obcrls
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Strawberry
Net Wt. 6
crock.-
litmus
Blast
07.
070
or
1.5
oz.
(2 pack)
INGREDIENTS:
(Mineral), Water, Aloe Barbadenels (Aloe) Leaf Juice—, Sodium Laurayl
Cleanser), Carrageenan (Seayieed-Derlyed Stabilizer), Calcium
Glycerophosphate (Mineral), Blsabolel (Botanical Soother), Zingiber Ofncinale (Ginger) Root Extracr,
Camellia Sinensls (Green Tea) Leaf Extract—. Flavor, Sodlum Bicarbonate (Baking Soda), Hydrated Silica
(Mineral), Sodium Chloride (Common Salt)
Glycerin,
10 of 21
30 of
41
9
6
Page
Calcium Carbonate
Sarcosinate (Coconut-Derlyed
Natural
Strawberry Flavor
Organic Botanicals
''Derived From
Case 7:16-cv-01125
Document 1-10
Exhibit 4
Adim-
1=1
erscrlai Cara
ba r
soa
hyd,reGng
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and sootht skin. Non :Ishii ng.
periect cleansing
bar tor babies arid had lea
5 YOpntf?"11-1:1&E
ot ali ages, Add liable In 3 deli grin I Kents,
Fika/1", irux:•1/4.
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$ntlssrc RarrnOta W.iIrn Oh' 4 SogIurn Hygrmade], Soak). Cpcoaln (Cacor,, di OP'S Sogr^Fri Hydroxlgel,
(ily[erfn'. Burtyrospprrn um Parlel Phan) n1l1er. Cluirs Reticulata (Mandarin Orange) PK?, OIL
Salvla Sclarera [CIA ry Sege] on, SdOhiln CELrate. Ole a Europaea Dune Fslir Or,
CtrInensts Oalralsa) Seed OIL AtparGa Spinosa (dSO•o) Nut Oft Prrotirs Nene Minn (AprInor)
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Sodium Pamatu MaIrn OW 4 Soo lirrn Hydra/dr-Jai, SadlUrn COCCrate ICacor•.r.
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MACK Prunus Arrheh lE1.•211 (Apricot) Kernel DX
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11 of 21
31 of
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9
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
r-y
!CO
vial
.UNDLE., A, ERINC
=HUNG
PERSDNKL CARE
CLEAN:KG
VITA WNS
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naturally enriching
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12 of 21
32 of
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ingredients
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Aloe darbadensis
Flower Extract', Chamomilla Recutita ifylatilcarla) Flower
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
0
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0. 111
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4,3 N
FESDISS
PERSONAL CARE
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(Sugar-Derived Solubilizer). Hamel-Tells Virgiri[ana (Non-Alcoholic Witch Hazel) Water, Aloe Barbadensls
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Citric Acid (Citrus-Based Preservative)
Derived),
13 of 21
33 of
41
&mat
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Page
Ammonium
'All Natural Mint Flavor
—Organic Ingredient
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
Ito",
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=.1_1, DL-
.es...2Noy..
A. EWING,EDI NG
PERSONAL CARE
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14 of 21
34 of
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4,,,NONts).
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Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
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15 of 21
35 of
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pN es?
Organic
Page
umemien
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Orange Vanilla
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INGREDIENTS:
Aloe Elarbadensis
(Aloe) Leaf Juice', Water, Sodium Lauryl Glucose Carboxylate, Lauryl Gucoside, Glycerin,
Virginians (Witch Hazel) Water, Chamornilla Recutlta (Matricaria) Flower Extract', Calendula
Officinalls Flower Extract', Citrus Aurantium Duicls (Orange) Peel Oil, Vanilla Planifolla Fruit Extract, Citrus
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Capryihydroxamic Acid, Capryiyi Glycol
Hamamells
'Organic Ingredient
Case 7:16-cv-01125
Exhibit 4
Document 1-10
Filed 02/12/16
Page
16 of 21
36 of
41
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Page
Exhibit 4
.176
37 of
41
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Root) Extract, Criamomilla Recutlta (Chamomile) Extract, Cucumls SatIvus (Cucumber Fruit) Extract. Peucedanurn Ostruthlum (Masterwort Leaf)
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17 of 21
Case 7:16-cv-01125
Exhibit 4
Document 1-10
Filed 02/12/16
Page
18 of 21
38 of
41
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Page
Exhibit 4
39 of
41
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(Sugar-Based Cleanser),
Extract
19 of 21
Sodium Citrate
Case 7:16-cv-01125
Filed 02/12/16
Document 1-10
Exhibit 4
0,
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Page
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7:16-cv-01125
Document 1-10
Filed 02/12/16
Page
21 of 21
41 of 41
Personal Care
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Natural and organic Ingredients gently cleanse, moisturize, and nourish your baby and family's entire body
Jojoba and quinoa proteins strengthen and fortify (wIth all 8 essential amlno acids)
Organic coconut oil molsturlses and helps support the delicate ba4ance of the skin
Chamomile, calendula,
Fresh
pH
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gently soothe
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sweet orange vanilla
balanced to
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and aloe
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remove
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Orange Vanilla
(250 mL)
oz.
INGREDIENTS:
(Aloe) Leaf Juice', Water, Sodium Lauryiglucosides Hydroxypropylsulfonate. Sodium Methyl Cocoyl Taurate, Cocamidopropyl
Hydroxysultaine, Sodium Lauryl Glucose Carboxylate, Lauryl Glucoslde, Guar Hydroxypropyltrimonium Chloride, Calendula Officlnalls Flower
Extract', Chamomilia Reculita (Matricarla) Flower Extract', Citrus Aurarrtlu m Colds (Orange) Peel Oil, Vanilla Planifolia Frult Extract. Citrus
Tangerine (Tangerine) Peel Oil, Cocos Nucifera (Coconut) Oil, Trlethyl Citrate, Hydrolyzed Jojoba Proteln, Hydrolyzed Ouinoa, Glycerin,
Disodium Coco-Glucoside Citrate, Sodium Citrate, Capryihydroxamic Acid, Caprylyi Glycol
Aloe Barbadensis
'Organic Ingredient
Case 7:16-cv-01125 Document 1-11 Filed 02/12/16 Page 1 of 2
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smallest decisions can have big impacts - sometimes
good, sometimes bad. We created The Honest Company to
fulfill our big dreams, hoping we would make the right
choices – following our hearts and consciences, with each
detail and every decision – that would result in positive
impacts (sounds kind of like parenting, right?).
Here are the standards we developed from that vision.
Standards we regularly revisit and refine, because at our
core we simply want to always try to be better.
Create a Culture of Honesty
We are serious about honesty – both as it applies to the integrity of our relationships and in
being true to you. And, it's a standard we encourage throughout our staff, stakeholders, and
customers. But, that's just the beginning. In all we do, we want to make each day a little more
fulfilling, inspired, and downright better.
Make Beauty
Your home sets the stage for your life. We design our products that add to the beauty of your
surroundings (instead of things you want to hide in drawers and under sinks). We like to play
with rich colors, whimsical details, modern shapes, and multi-cultural inspirations.
Outperform
Modern families are busy and everything matters. That's why we craft products that will
perform to the highest standards of effectiveness. Products that take care. Products that
exceed expectations. Products guaranteed to not only satisfy, but also delight. We are
relentless in the pursuit to be attentive to every detail.
Service Matters
We know exceptional service is important, and we intend to go above and beyond, and way
over the top. We believe that a deeper level of trust can be built with incredible service. And
knowing when to say "sorry", dedicate to making it right...all with a super big smile. Serving you
better is also about listening and being open to dialogue – that's when we have the
opportunity to learn the most (so thank you).
Sustain Life
We believe if you can make an amazing product without harming people or the planet, you
should (and we do believe we can). We feel tremendous responsibility to this planet we call
home. We are serious about being honest stewards of the natural environment and protectors
of the (little) people. Therefore, we seek to inspire new solutions, reduce our collective impact,
cause no unnecessary harm, and make products that are as non-toxic and healthy as possible.
We take this very seriously, so please feel free to get an in-depth look about our Health &
Sustainability Standards.
Be Accessible
We strive to make our products as affordable as possible. And what's more convenient than
having it shipped right to your door? We want every family to have the opportunity to be a part
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Our Principles | Find Out What We Value | The Honest Company
2/12/16, 5:21 PM
of The Honest Company experience. Accessibility is a promise to openly listen to you &
collaborate–so that with you, we can continually become better and always improve.
Pay it Forward
As parents, we teach our kids to be kind and respectful citizens and as a company, we feel it's
just as important. We are committed to both individual and corporate social responsibility –
taking selfless actions that benefit others. This includes charitable partnerships, working with
advocates on promoting policy changes that better protect our children and planet, and
supporting the efforts of our employees with paid community service days and direct matches
of non-profit donations.
Fun!
We constantly seek ways to create it, have it, and share it as much as possible LOL !
Together we can make it better .
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Jessica Alba | Founder
Jessica Alba is a Golden Globe-nominated actress whose career
includes roles in films such as "Fantastic Four" and "Little Fockers," as
well as television series like "Dark Angel," "The Office" and
"Entourage."
The California native comes from modest beginnings, and never lost
her zeal to share her good fortune with others. She is actively
involved with charities such as Safer Chemicals Healthy Families,
ONE, Habitat for Humanity, Project HOME and more.
But, there is one role she enjoys above all others: Mom. "Being a mom
is the most profound experience I've ever had," she says.
As a mother of young daughters (4-year-old Honor and newborn
Haven), Jessica admits she feels an intense responsibility to give her
children the best possible start.
"When I became a mom, I finally became the person I am, that I always
should have been," she says. "It's the most satisfying job in the world.
But, it can also be overwhelming and confusing. I created The Honest
Company to help moms and to give all children a better, safer start."
Christopher Gavigan | Founder / Chief Product Officer
Christopher Gavigan has devoted his life to helping families nurture
the healthiest, happiest babies and children.
"Parents get a lot of advice about what to feed their children and how
to baby-proof their home," he says, "but many are still completely
unaware of the toxic risks posed by everyday basics, like diapers,
home cleaners, body washes, and laundry soaps. Yet, there's growing
consensus that some chemicals used in these products are linked to
chronic diseases like asthma, ADHD, and even cancer."
A father of 3 children, Christopher is the former CEO of Healthy Child
Healthy World (a national nonprofit empowering parents to protect
their children from toxic risks), author of a best-selling book , and
instrumental in catapulting health message into millions of homes with
a collaboration with WebMD.
"Everything I stand for and all I've done over the last 15 years has
come to this moment," he says of The Honest Company. "I'm thrilled to
launch a brand that offers some of the most thoughtfully designed,
innovative, and safest products available."
https://www.honest.com/about-us/who-we-are
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We believe the products people use should be safe and non-toxic (surprisingly, many companies don't!) —
not filled with questionable, risky, untested, or harsh ingredients. We also believe it's better to be safe than
sorry when deciding what goes in our products and we're vigilant about the latest science regarding
chemicals and health to ensure we're being mindfully cautious.
Based on these beliefs, we created our Honestly FREE Guarantee — a core commitment we make to you
and your children. And, it's another way for us to be Honest — educating, empowering and inspiring
people to make better choices for their health & families. Providing clear, credible, transparent information.
No smoke and mirrors. No confusion.
What's it mean? In a nutshell:
You can rest easy knowing The Honest Company DOES NOT USE health-compromising chemicals
or compounds.
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We use a broader definition for toxicity.
While most manufacturers only assess toxicity through the lens of acute (immediate) impacts,
our Honest approach also takes full consideration of potential chronic (long-term) impacts,
exposure routes, unique windows of vulnerability, and a wide spectrum of potential health
impacts including carcinogenicity, teratogenicity, allergenicity, neurotoxicity, and more. It's a lot
more to consider and weigh, but we think our children are worth it. (Read all about what "nontoxic" means to us.)
We create meaningful lists.
Some companies play on consumers' fears by saying they don't use certain chemicals in their
products — even if that type of product never contains it. (For example, some food brands
label their chicken “hormone-free” and pop a premium price tag on it when the reality is that
ALL chicken is hormone-free because the USDA banned the practice in the 1950s!) You can
trust that the Honestly FREE Guarantee you find on each product is a meaningful list specific to
that product. Each one is a unique and important list of questionable ingredients that are
commonly found in similar products from other manufacturers — that we never use.
Our list of toxic offenders is always growing.
While each product has a unique guarantee, as a company we keep a master list of toxic
offenders we'll never consider for use in anything. Period. We confirm, to the best of our
knowledge, based on information from our raw material & packaging suppliers and
manufacturing partners, that our products are
Honestly FREE of: phthalates (DEHP, BBP, DBP, DMP, DEP); PVC;
formaldehyde; alkylphenols; benzene; TEA (Triethanolamine); MEA
(Monoethanolamine); parabens; phosphates; chlorine; chlorinated or
brominated solvents; ceteareth 20; polyethylene glycol (PEG); resorcinol;
bronopol; quaternium 15; nanoparticles; triclosan; sulfur oxides;
https://www.honest.com/about-us/honestly-free-guarantee
Page 1 of 3
Case 7:16-cv-01125 Document 1-14 Filed 02/12/16 Page 2 of 3
Honest Free Guarantee |The Honest Company
9/22/15, 12:38 PM
organohalides; hexavalent chromium; DMDM hydantoin; organophosphate
pesticides; 1,4 - dioxane; SLS/SLES (sodium lauryl/laureth sulfates); optical
brighteners; mineral oil; petrolatum; BPA (bisphenol-A); a-chlorotoluene
This is just the short list of hundreds of risky chemicals that many conventional manufacturers
use, and we've opted NOT to. And our list is always growing.
The only exception to this claim (to be perfectly transparent and honest) is that we cannot
account for background contamination or cross-contamination. For example, most soils
naturally contain trace amounts of arsenic which can then end up in plants grown in the soil.
This is standard for all products, no matter who the manufacturer is, but we do our best to
proactively find the purest, most unadulterated ingredients and all natural sources.
We're über-vigilant to the latest science.
We stand behind the safety of our products, but that doesn't stop us from trying to do better.
Every. Single. Day.
You can rest assured that we're doing our very best to understand every nuance of the
complex world of toxicology. We're hyper-attentive to staying abreast of the latest science,
actively consulting our medical advisory panel, conducting chemical safety profiling, referring
to green chemistry reports, adapting to new international standards, and examining credible
lists of unacceptable ingredients (like the International Chemical Secretariat's Substitute It Now
list). And should any new regulations, studies, or real risks become apparent and concerning
to us or our community, we quickly assess the data, modify our approach, and immediately
update our formulation (that's how we roll)!
If you ever have a question, we're happy to answer it. And, if you ever have a
recommendation, we're grateful to hear it.
Together we can make it better !
SM
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The Honest Company has ambitious social impact goals, aiming to transform early learning environments
where children spend the majority of their time and ensure youth have the education and training they
need for successful adulthood.
To support these goals, The Honest Company has assembled a Scientific & Medical Advisor Board,
bringing together thought leaders on the health and safety of children to advise and inform our
philanthropic and social responsibility vision, provide ongoing guidance for this strategy, and most
importantly, foster network building and dialogue that will strengthen the childcare field as a whole.
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DEBORAH FRANK
Certified Nurse Midwife
DR. CARA NATTERSON
Pediatrician and author of Worry
Proof
Deborah Frank is a certified
nurse-midwife and the first CNM Dr. Cara Natterson, a graduate of
to be granted practice privileges Harvard University and the Johns
at UCLA, Cedars-Sinai Medical... Hopkins School of Medicine, is a
respected pediatrician and the...
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DR. RICKI POLLYCOVE
OBGYN and Board of Trustees
American Society of Breast
Diseases
Ricki Pollycove is a board
certified OBGYN, with a practice
focused on comprehensive,
integrative gynecology with a
focus...
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DR. THALIA FARSHCHIAN
Naturopathic Doctor, National
College of Natural Medicine
Dr. Thalia Farshchian is a
licensed naturopathic doctor
educated at the National College
of Natural Medicine in Portland,
OR...
https://www.honest.com/about-us/medical-advisory-board
DR. ASA BRADMAN
Associate Director of Exposure
Assessment of the Center for
Environmental Research and
Childen's Health at UC Berkley
School of Public Health
Dr. Asa Bradman is an
environmental health scientist
and expert in exposure
assessment and epidemiology
JESSICA DONZE BLACK
RD, MPH, Clinical Dietitian at the
Washington Center for Weight
Management and Research
Jessica Donze Black RD, MPH is
a child nutrition expert with
nearly twenty years of
experience in clinical, community
and policy...
Page 1 of 2
Case 7:16-cv-01125 Document 1-15 Filed 02/12/16 Page 2 of 2
Medical Advisory Board - Learn About Our Commitment To Health - The Honest Company
focusing on occupational...
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1/26/16, 10:45 PM
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DR. ADRIENNE ETTINGER
Dr. Adrienne Ettinger,
Epidemiologist
YVETTE SANCHEZ FUENTES
President, National Alliance for
Hispanic Families and former
Presidential Appointee, Director,
Office of Head Start
SAM KASS
Food Entrepreneur, Former White
House Chef and Senior Policy
Advisor for Nutrition
Dr. Adrienne S. Ettinger, ScD,
Sam Kass is a Food Entrepreneur,
MPH, MS is a formally-trained
and Former White House Chef
epidemiologist, and Fellow of the Yvette Sanchez Fuentes is the
President, National Alliance for
and Senior Policy Advisor for
American College of
Hispanic Families and the former
Nutrition. In 2009, a newly
Epidemiology, with...
Director for the Office of Head
elected...
Start at the...
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What is Caprylyl Glycol? - Ingredients - Honestly... The Honest Company Blog
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Ingredient
Ingredient: Caprylyl Glycol
What it is
is: Caprylyl glycol is an alcohol derived from caprylic acid—a natural fatty acid
found in the milk of some mammals, as well as palm and coconut oils. Ours is
synthetically made, but nature-identical.
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Case 7:16-cv-01125 Document 1-16 Filed 02/12/16 Page 2 of 4
What is Caprylyl Glycol? - Ingredients - Honestly... The Honest Company Blog
9/22/15, 12:59 PM
What it does
does: Caprylyl glycol is an effective conditioner and moisturizer that also
DISCLAIMER: Content on this site is not a substitute for professional medical or healthcare advice, diagnosis, treatment, dietary, or safety advice, and may
increase
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preservatives.
and does not represent the opinions and views of The Honest Company. Given the interactive nature of this site, we cannot endorse, guarantee, or be
responsible for the accuracy or efficacy of any content generated by our users or bloggers.
Why we use it
it: Not only is this multitasking antimicrobial conditioning agent plant-
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based and especially effective at doing its
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job, it’s also Whole Foods Premium Body
Care approved (http://www.wholefoodsmarket.com/department/article/whole-bodyquality-standards). And their standards, developed by a team of scientists over the
course of years, are some of the strictest available. If they give it a thumbs-up, we do
too.
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Why we’re featuring it today
today: Many sites and sources tout the crimes of glycols and
warn consumers to avoid them. They’re irritating. They’re harmful to your skin. They’re
found in antifreeze! Clearly, with those types of accusations people often ask us why
we’d use caprylyl glycol. But here’s the deal: Glycols are a broad class of chemicals and
they are not created equal.
“Glycol” simply means that the chemical structure of the ingredient contains two
hydroxyl groups (made up of oxygen and hydrogen). As you can guess from that broad
of a definition, this class of chemicals includes tons of compounds: propylene glycol,
polyethylene glycol, butylene glycol, diethylene glycol, ethylene glycol (the notorious
antifreeze ingredient), and more.
Caprylyl glycol is just one of many glycols and, while some may be nasty and
undesirable in body care products, this one is not. The Cosmetic Ingredient Review
(CIR) Expert Panel (http://ijt.sagepub.com/content/31/5_suppl/147S.short) reviewed all
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available data just last year and assessed this ingredient as safe as currently used. It
also gets the aforementioned seal of approval from the scientists at Whole Foods,
which makes this ingredient as good as gold in our book.
Have any other questions about caprylyl glycol? Let us know in the comments and we’ll
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Lisa Waite Mua
2 months ago
•
After alot of reactions over the years i have finally found out that this is the
culprut. It makes my skin burn really bad
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Enough Breastmilk?
(https://blog.honest.com/breastfeeding-basicsis-your-baby-getting-enough-breastmilk/)
4. (https://blog.honest.com/what-isphenoxyethanol/) What is Phenoxyethanol?
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5. (https://blog.honest.com/jessica-albas-partymakeup-tips/) Jessica Alba’s Party Makeup
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Christy Keaton
3 months ago
•
I am allergic to propylene glycol and was just trying to figure out if I would have
the same reaction to caprylil glycol.
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9/22/15, 12:59 PM
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BuckeyeBabye1
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a year ago
I came across this article when I did a Google search for "caprylyl glycol vs
propylene glycol", because my 13 month old son has severe diaper rash (not
bleeding but almost blistery, and he's only ever had mild diaper rash while
teething) and I read an article on WebMD (http://www.webmd.com/children/... that
says not to use wipes "with alcohol or propylene glycol ... while diaper rash is
present [because they] may burn the skin and spread bacteria."
While I haven't used your wipes yet (though I keep hearing wonderful things about
your company and intend to buy some in the near future), we've been using
Huggies Natural Care wipes for a few months and they contain caprylyl glycol just
like yours. My question is even though it appears to be the better and more
natural version, does caprylyl glycol irritate severe diaper rash like regular alcohol
or propylene glycol would?
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What Does "Non-Toxic" Really Mean?
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WHAT DOES “NON-TOXIC” REALLY MEAN?
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With increasing awareness about the toxicity of products, you’ll find the term “nontoxic” on more products than ever before. On one hand, this is a stunning success on
the part of all the advocates who have fought for product safety for the past
generation. Go team! On the other hand, without standardized regulations for the term,
it’s hard for the average consumer to understand what it means and when it’s simply
greenwashing.
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Allow us to try to make some sense of the situation.
First of all, let’s look at the most basic definition of “non-toxic” (and it’s probably exactly
what you’d assume). Simply put, “non-toxic” means something will not cause harm to
health or the environment.
Sounds pretty straightforward, right? Well, it’s not. When it comes to the real life
application of the word, it’s not quite so black and white because, technically speaking,
all things can cause harm at some level — even water.
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What Does "Non-Toxic" Really Mean?
As the 16th century toxicologist Paracelsius said, “All substances are poisons; there is
none which is not a poison. The right dose differentiates a poison and a remedy.”
The dose (or exposure level) of a chemical is where things start to get really tricky.
Some things, like Vitamin D, are necessary for good health but can be fatal in high
doses. Others, as scientists only recently learned
(/web/20150318073138/http://www.nature.com/news/toxicology-the-learning-curve1.11644), pose higher risks at lower doses (as in the case of hormone disruptors). Add in
the fact that all the chemicals we are exposed are constantly interacting with each
other and potentially turning into new chemicals or creating byproducts and you have
quite a complicated mess—called life.
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Yes, it’s true. All of life is made of chemicals (water is a chemical) and since the dawn of
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and that’s complicating things even more, but the essential facts don’t change. And, the
fact is, nothing is completely non-toxic.
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Now that you have a basic understanding of what “non-toxic” means (or doesn’t mean)
as it relates to the science of toxicology, what do you think it means in regards to
product labels and marketing?
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Not much. Currently, as it applies to products and labeling, “non-toxic” is not a
regulated or universally defined claim.
According to Consumer Reports’ Eco-Label Guide
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“Non-toxic” is not meaningful and can be misleading. There is no definition or
standard used for judging whether a consumer product or its ingredients are “nontoxic,” and no assurance that such a claim has been independently verified. A
product that does not meet the definition of “toxic” according to the Consumer
Product Safety Commission should not necessarily be considered non-toxic.
Essentially, manufacturers get to individually define what they mean by “non-toxic” (as
long as their product isn’t acutely toxic as defined by government regulations). And
they don’t necessarily need to tell you how they define it.
We’re happy to tell you!
We define “non-toxic” as chemicals that are generally safer for humans and the
environment. While most manufacturers’ assessments of toxicity only take acute
impacts into consideration, we also assess chronic impacts, exposure routes, unique
windows of vulnerability, and a wide spectrum of potential health impacts including
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We know that perfection is impossible, but that doesn’t stop us from trying to do better.
Every. Single. Day. You can rest assured that we’re doing our very best to understand
every nuance of the complex world of toxicology. If you ever have a question, we’re
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