Jessica Alba’s non-toxic beauty company is defending its $1 billion “Honest” name.
Honest Co. filed suit at the U.S. Central District Court of California on Monday after it received a cease and desist letter earlier this month from Cosmedicine of Sherman Oaks. The letter claimed that Honest Co.’s Honest face and body lotion was too similar to Cosmedicine’s “Honest Face” tinted moisturizer and demanded that Honest Co. stop operating under its brand name.
Honest Co. responded by taking the dispute to court. The Santa Monica company claimed the two products wouldn’t be confused since they target different consumers with their price points. Honest Co.’s lotion retails for $9.95 while Cosmedicine’s moisturizer sells for $75.
The suit also said Cosmedicine, which had ceased sales in late 2012, re-launched its line after Honest Co.’s brand was established. And though Cosmedicine holds a trademark for “Honest Face,” Honest Co. said the mark only applies to skin moisturizer. Its product is marketed as a lotion.
Honest Co. has generated sales of $200 million in the U.S. since its launch in 2011 and currently has 4.2 million registered members online, according to the complaint. The company was expected to have revenue of $150 million last year. Honest Co. raised a $70 million Series C round last August, which prompted murmurs of a $1 billion valuation and a near-future IPO. Co-founder Brian Lee said the 10-figure valuation wasn’t too far off and confirmed the funding round would be Honest Co.’s last.
An Honest Co. representative said the company does not comment on pending litigation. Cosmedicine could not be reached.
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