If you happen to run a company that’s been hit with a $5 million lawsuit and slammed with an ugly adjective, you might as well speak up. And that’s exactly what Jessica Alba did.

In a written statement provided to Pret-a-Reporter, she addresses the allegations on The Honest Company’s use of synthetic ingredients that have made rounds on global news outlets. The well thought-out defense—also an eerily eloquent PR masterpiece—reiterates the brand’s mission of making living safer through the use of natural products.

She begins the letter with some context:

“Seven years ago, when I was pregnant with my first daughter, I was frustrated by the lack of healthy and safe product options for me and my new family. In fact, prior to launching The Honest Company, I began lobbying Congress to require that ingredients used in everyday products are tested for safety to entry into the marketplace.

“I started The Honest Company to develop safe and effective products not just for my children, but for families everywhere. I am very proud that we have built this company into an industry leader focused on natural ingredients and developing products that people love.

“We believe that consumers deserve to know what’s in their products — whether it’s diapers for their children, cleaning products for their families or beauty products for themselves. Our formulations are made with integrity and strict standards of safety, and we label each ingredient that goes into every product – not because we have to, but because it’s the right thing to do.”

Jessica ends the note with a sharp comeback: “The allegations against us are baseless and without merit. We strongly stand behind our products and the responsibility we have to our consumers. We are steadfast in our commitment to transparency and openness,” she writes, “I know my children, Honor and Haven, are growing up in a safer home because of our products.”

This is not the first time the self-made billionaire’s company got hit with such accusations. Last July, parents have complained about their burned kids on Amazon, where they mainly reviewed the ineffectivity of her brand’s SPF 30 sunscreen.

It won’t be easy to topple a billion-dollar brand. However, if the company’s core values prove to be nothing but marketable buzzwords—“safe” and “eco-friendly”being a few of the most abused—there’s no way to go but down.

But we all just have to wait for what the court has to say for now.

[The Huffington Post]

Photo courtesy of Loop