Jessica Alba and her Honest Company have come under fire after outraged customers complained the brand's sunscreen is ineffective and doesn't provide proper protection.

The Sin City star's billion-dollar business prides itself on "safe and eco-friendly household and baby care products", but upset consumers recently expressed their outrage online over the brand's SPF 30 sunscreen, which touts a "broad spectrum" protection.

Upset users took to social media to share snaps of their red, burnt skin after using the product, with one claiming they "got fried", while others have taken to online retailer Amazon.com with their reviews, with another upset customer writing, "I've tried dozens of different sunscreens and words can't come close to describing how terrible this product compares even to the cheapest stuff you find at discount stores."

However, a representative for Alba's company released a statement defending the product, insisting the viral accusations represent only a fraction of their customers.

It reads: "The Honest Company is committed to providing safe and effective products, and we take all consumer feedback very seriously. Our Sunscreen Lotion was tested, by an independent 3rd party, against the protocols prescribed by the Food & Drug Administration's (FDA) monograph for over-the-counter sunscreen products. The results showed that our product is effective and safe for use as an 80 minute water-resistant...

"The number of complaints received on our own website about our Sunscreen Lotion constitute less than one half of one percent of all units actually sold at honest.com. We stand behind the safety and efficacy of this product."