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The consumer products startup founded by Jessica Alba, The Honest Co.<\/a>, on Friday told The Wall Street Journal<\/a> that it plans to reformulate its dish soap, laundry detergent and other cleaners\u00a0after an earlier controversy over their ingredients.<\/p>\n The Honest Co.\u00a0markets its products as gentler, healthier and more environmentally sustainable than those of mainstream brands in the U.S.<\/p>\n However, reporters with The Wall Street Journal and\u00a0a third-party testing laboratory earlier\u00a0found that some products made by The Honest Co. contained ingredients that the company\u00a0previously said it excluded, namely,\u00a0sodium lauryl sulfate (SLS).<\/p>\n While SLS is used in plenty of soaps and cleaners already, and is generally seen as safe, The Honest Co. claimed it wasn\u2019t the healthiest option for consumers and was harsh.<\/p>\n The Honest Co. claimed, counter to the WSJ\u2019s findings, that\u00a0its own lab tests never detected\u00a0SLS in its products. The five-year-old startup also\u00a0said then\u00a0that it used\u00a0sodium coco sulfate not SLS. But SCS happens to be\u00a0made with SLS commonly, so The Honest Co.\u00a0remained under scrutiny and is even facing lawsuits over its labeling.<\/p>\n Recently, a deal in the works<\/a> that could have seen Unilever acquire The Honest Co. for a price in the ballpark of $1 billion derailed at the last minute over pricing considerations, sources tell TechCrunch.<\/p>\n Instead Unilever agreed<\/a> to acquire The Honest Co.\u00a0predecessors, Seventh Generation Inc.<\/a>,\u00a0for an estimated $600 million to $700 million in cash. (Seventh Generation and Unilever have not disclosed the financial terms of their deal.)<\/p>\n Sources involved in MA dealmaking\u00a0in the consumer goods industry are also telling TechCrunch it would be highly unlikely if Unilever were to acquire Honest Co. at this point.<\/p>\n But other titans in the field, such as\u00a0Procter Gamble, Clorox Co. and Johnson Johnson, could potentially come courting.\u00a0They are all\u00a0rumored to have sniffed around the Santa Monica, Calif. startup already.<\/p>\n Honest Co. has raised $222 million in venture funding to date, and generates about $300 million in revenue annually. It sells its products direct to consumers online, as well as via its own pop-up shops and major retailers like Target, Costco and Whole Foods.<\/p>\n Honest Co. executives could \u00a0not be reached in time for comment.<\/p>\n <\/p>\n Article source: https:\/\/techcrunch.com\/2016\/09\/30\/honest-co-is-reformulating-its-soaps-after-ingredients-controversy\/?ncid=rss<\/p>","protected":false},"excerpt":{"rendered":" The consumer products startup founded by Jessica Alba, The Honest Co., on Friday told The Wall Street Journal that it plans to reformulate its dish soap, laundry detergent and other <\/p>\n","protected":false},"author":1,"featured_media":374,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[17],"tags":[23],"class_list":["post-373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-networking-and-communication","tag-network-and-communication"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t