Jessica Alba fears her environmentally-friendly The Honest Company has become an "easy target" for "baseless" lawsuits simply because she's the boss.
The Sin City star and her partners have turned The Honest Company into a $1 billion-plus success story since its launch in 2011, producing everything from household items to beauty products and cosmetics which do not contain harmful substances.
However, some consumers have been left far from satisfied with what they claim is false advertising regarding the brand's all natural baby food and cleaning products, while The Honest Company's sunscreen has also come under scrutiny for its alleged ineffectiveness.
The various complaints have sparked a series of individual and class-action lawsuits in the past year, but Alba insists her company is not at fault and she is adamant plaintiffs are only suing for free publicity.
"Obviously, we want our customers to have the best experience with our brand," the actress explained on breakfast show Today, "but if an organization wants to bring awareness to their cause, I'm an easy target and our brand is an easy target, obviously because I get (a) different kind of attention than other brands would, and so it's just sort of what happens."
The defiant entrepreneur is confident The Honest Company bosses will be cleared in each lawsuit, and encourages concerned consumers to do their own homework if they are having second thoughts about buying from the online firm.
"Our customers are savvy enough to do research and understand the integrity of our products," she continued. "We stand by our ingredients, the effectiveness of the products, and we're pretty optimistic that we're going to win every case."
Jessica adds, "If I was in their (plaintiffs') position I probably would try to put a spotlight on my cause, and there's no easier way than (targeting) someone like me. It's just a headline, really, because when you look into any of it they're baseless, there's no merit behind any of it."
And Alba believes fan testimonies speak for themselves amid the flurry of lawsuits: "If anything, it gives our customers an opportunity to speak out and get behind us... They just love (Honest products)... It's a dream come true."