IN PHOTO: Actors Jessica Alba (C), Ioan Gruffudd (L) and director Bernd Eichinger pose on the red carpet prior to the premier of "Fantastic Four: Rise of the Silver Surfer
IN PHOTO: Actors Jessica Alba (C), Ioan Gruffudd (L) and director Bernd Eichinger pose on the red carpet prior to the premier of "Fantastic Four: Rise of the Silver Surfer" in Berlin July 20, 2007. REUTERS/Hannibal Hanschke ReutersHannibal Hanschke

Jessica Alba’s Honest Company has released a statement to quickly douse the fire of backlash. It said that it takes customers’ feedback seriously after people posted on Twitter that Honest Company’s sunscreen lotion is ineffective and causes side effects.

The users complained that the SPF 30 sunscreen lotion by Honest Company does not provide sun protection. Responding quickly to the deluge of complaints, the company issued a statement via People, saying that they are committed to provide “safe and effective products.” Moreover, they stated that they “take all consumer feedback very seriously.”

In addition to that, Honest Company also mentioned that a third party organisation tested the sunscreen lotion as per the U.S. Food & Drug Administration’s monograph for sunscreen products. “The results showed that our product is effective and safe for use as an 80 minute water-resistant (FDA's highest rating), SPF 30 sunscreen lotion in accordance with FDA regulations when used as directed (Shake Well. Apply liberally and evenly 15 minutes before sun exposure. Reapply after 80 minutes of swimming or sweating, immediately after towel drying and at least every 2 hours),” the statement said.

The negative feedback has not affected the sale of the sunscreen lotion, as according to honest.com, the sunscreen lotion and sunscreen spray have been sold out. Moreover, the statement also revealed that the number of complaints received on the official website about the sunscreen lotion is just less than half of one per cent of the product actually sold.

Earlier, users took to Twitter to share their feedback on the product -- they were most negative comments. One of the users of the product, Lindsy tweeted her picture, saying that people should not buy the Honest sunscreen as the second time she tried it, she got “fried.” Another user named Brandon Atherton posted a picture of his head which appears red due to sunburn. He wrote that he is burned after spending one hour outside in the sun.

People magazine noted that it is unclear if the users complaining about the lotion followed the directions correctly.

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