Parents say this celebrity's line of organic sunscreen doesn't work.

I already had trust issues with Jessica Alba.

A couple of years ago, I took Jessica Alba’s beauty advice.

“ALRIGHT, Jess”, I cried to thin air, “quit bugging me, I will DO the damn avocado hair mask”. Jessica had told Ellen who’d told me (it sounds like I know them personally, see?) to do an all-natural treatment for swishy shiny flippy hair.

So I did. I mixed a whole avocado with a tablespoon of olive oil, like she said. I massaged it into my hair, like she said. I wrapped it in glad wrap and used a blow dryer to heat the mask for 3-5 minutes, like she said.

But the ‘gently rinse with water’ bit was bullshit.

Clumps of congealed avocado were stuck in my hair for a week, and everywhere I went, people asked “can you smell guacamole?”. And I could. Because it was my head.

I’d assumed it was my fault, until now. Because now, Jessica’s non-toxic all-natural household products organisation, The Honest Company, has released a sunscreen that does not screen the sun.

Little kids have been sunburned to the point of blistering, and parents are not happy.

Bad, Jessica. Bad.

Some of the reviews on Amazon were scathing:

“I was in the sun for less than an hour and my whole family was burnt. Shame on you Jessica Alba.”

“It doesn’t give you sun protection. I have the worst burn I’ve had in years.”

“Do not purchase this! I’ll take the synthetic chemicals over skin cancer from severe sun burn!”

The Honest Company has responded to the claims with a statement.

“Our Sunscreen Lotion was tested, by an independent 3rd party, against the protocols prescribed by the U.S. 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 (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 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.”

Other complaints about the product described it as very greasy, hard to wash off, and too thick to rub in.

First, she made my head smell like avocado salsa. Then she tried to sell me a sunscreen that apparently has the same sun-blocking success rate as a tube of condensed milk.

You’re really testing my trust-o-meter, Alba. Honest.

@Honest SPF 30 sunscreen let me down 2X now???? even w/ white sheen covering my body, just didn’t work. #bummed pic.twitter.com/1MD57xkIMB

— TraceyinDC (@TraceyTweetsDC) July 30, 2015

Alba has defended her sunscreen product in a blog post on the brand’s website.

She and co-founder Christopher Gavigan maintain the sunscreen was extensively tested and reviewed before it hit the shelves.

“Protecting our loved ones and yours is the reason we founded The Honest Company. As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen. We develop and use Honest Sunscreen to protect our own children – Honor, Haven, Luke, Evie, and Poppy – at the park, in the pool, outside, every day,” Alba and Gavigan wrote.

The business duo go on to detail how they listened to feedback and improved the product accordingly.

“We care about taking every precaution possible to ensure that your product experience will keep you healthy and happy,” they wrote.

“That said, what matters most to us is your trust and confidence. We’re passionate about living up to your expectations as much as our own. We’ve personally picked up the phone to speak with many of you who have called our customer service hotline. Our team is reaching out to everyone who has posted on social media to assure you that we’re committed to your safety and satisfaction. For those who have expressed concerns about our Sunscreen Lotion, we want you to know that we hear you and we’re here for you.”