Jessica Alba has fired back at a new class action lawsuit filed against her successful The Honest Company brand, insisting allegations the firm's products are not as natural as advertised are "baseless and without merit".

The actress and her partners have turned The Honest Company into a $1 billion-plus success story in recent years, producing household items, beauty and cosmetics that so not include harmful substances, but in his $5 million suit, one consumer, Jonathan D. Rubin, insists Alba's company is anything but honest.

He claims Honest's 'all natural' advertising is deceptive, because most of the firm's items contain synthetic additives.

Rubin also mentions the ineffectiveness of the company's sunscreen, which was the subject of a series of complaints earlier this summer (15).

Firing back against last week's (ends06Sep15) lawsuit, Alba has released a statement to The Hollywood Reporter.

It reads: "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 using 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.

"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.

"I know my children, Honor and Haven, are growing up in a safer home because of our products."