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Honestly? Jessica Alba avoids discussing lawsuit against Honest Company but says is 'educating customers on how best to use products' at beauty range launch

Published: 13:51 EST, 10 September 2015 | Updated: 15:18 EST, 10 September 2015

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The products been slammed as ineffective and not as natural as they make out to be, but to this star each item represents a labour of love.

Jessica Alba avoided speaking directly about the class action lawsuit currently against her Honest Company of Thursday as she declared her new beauty range officially on the market.

Appearing on Good Morning America, the 34-year-old skirted around the issue focusing on not whether, as has been claimed, the products were not all-natural, but instead talking about what her company means to her.

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Focused elsewhere: Jessica Alba avoided speaking directly about the class action lawsuit currently against her Honest Company of Thursday as she declared her new beauty range officially on the market

The lawsuit which alleges the brand 'deceptively and misleadingly labelled and marketed its products' and comes as multiple customers claimed online that the sunscreen does not work and left them burnt.

Sitting down with Amy Roback, the star spoke of her pride at being able to bring a dream to fruition in just over three years.

The dream has turned into a $2 billion business - 'off the record, we've never gone on the record with that valuation' - and recently landed the Into The Blue star on the cover of Forbes magazine.

Bright side: Sitting down with Amy Roback, the star spoke of her pride at being able to bring a dream to fruition in just over three years

Be pretty in pink with a dress by Roksanda

Roksanda Izumi Dress (now sold out)

Shop the current collection at Net-a-Porter.com!

Buy now

Jessica Alba looked fresh as a pink petal in this gorgeous blush colored Roksanda dress while promoting her latest endeavour into beauty products.

While she modified the hem a bit, turning the once midi length gown into a cocktail dress, she kept the pops of color that banded the small of her waist and curve of her hips.

It wouldn't be a "Roksanda" without these unique color blocking embellishments, and while they may seem frivolous to some, we find them refreshing and youthful.

We love that Jessica echoed the yellow hue at her waist with a matching pair of heels on her feet.

Unfortunately, her dress is now sold out. But feel free to browse Roksanda's current selection of playful designs by clicking right to Net-a-Porter.

Alternatively, we've rounded up a few selections in our edit below to match Jessica's dress in that ultra fem color.

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As Jessica previously made a statement on claims saying they were without merit, Amy did not ask her directly about the lawsuit but instead asked what did the star want her loyal customers to know.

Jessica said: 'I created the Honest Company to give people access to safe and effective products and we are committed at the Honest Company to make sure that we use the safest and most effective ingredients.

'We’re also committed to continuing to educate our customers on how best to use our products.'

Reaching out: The actress said she wanted her loyal fans to know, 'We are committed at the Honest Company to make sure that we use the safest and most effective ingredients'

Let me help you: Some customers have claimed the company's sunscreen does not work right but the star said, she was 'also committed to continuing to educate our customers on how best to use our products'

Not disruption: While Amy suggested the lawsuit and criticism could affect the star, Jessica felt it was more of an exciting time than a bad one

The star, who repetitively used the word safe instead of natural, said that the suit and customer claims were not disrupting her.

'You know I'm just excited about being here, I'm just excited about launching Honest Beauty I'm just excited about what the future holds.

'This is a dream come true to have an idea and see it come to life I'm also so thankful for everyone who has bought the Honest Company into their homes and spread the word.

New direction: The interview was to mark the launch of Honest Beauty, which features an extensive comestic range aimed at women of all colours

Hands on: Putting her makeup brush where her mouth is, the 34-year-old star then showed how to use the makeup to make someone look a little less sleep deprived or as the show dubbed it 'Alba's Algorithm'

Perfectly polished: The 34-year-old wore her brunette hair with soft effortless-looking curls in it

'Really our growth has come from out customers and them sharing with their friends and family about how much they have loved the Honest Company and how it has made just such a big difference in their lives.'

And the company has certainly seen massive growth, so even despite the recent suit and criticisms, Jessica has a lot to be proud of.

Since starting in 2012, the company is now a force to be reckoned with, something not everyone always thought possible.

Changing it up: The Into The Blue actress wore three looks in as many hours on Thursday

The actress said a lot of people 'looked at [her] sideways' when she tried to present a business plan.

'There was definitely some resistance initially, and it has taken off,' she said.

And now it has moved into cosmetics after the star reportedly raided $100 million from investors and features an extensive beauty range aimed at women of all colours.

Chic and colourful: For her segment, the actress completely changes style direction donning a pale pink dress with a yellow and navy stripe running around it

Announcing the eCommerce site was not live, Jessica explained the important of the range to her on a personal level.

'It really is like seriously a labour of love and I really wanted to launch a company that celebrates diverse beauty.

'As a woman of colour I just felt like we need to be represented in all the different shades that we are and we need to be celebrated and so we have a beautiful range of products that look great on everybody’s skin tone.'

Top marks: Her first outfit - and unquestionably her best - was a striking loose fit black and white dress which she wore with a sleeveless mid-thigh length suit jacket

Made it yourself? The Hollywood star's makeup looked perfect as she arrived at the studio

Putting her makeup brush where her mouth is, the 34-year-old star then showed how to use the makeup to make someone look a little less sleep deprived or as the show dubbed it 'Alba's Algorithm'.

For the star style was also a numbers game on Thursday, with Jessica wearing three outfits in just a few hours.

Her first outfit - and unquestionably her best - was a striking loose fit black and white dress which she wore with a sleeveless mid-thigh length suit jacket.

Round three: When it came to leave, the star changed once again but made a slight style misstep in a grey blue floral print frock

Fan favourite: Despite the rain coming down, the Honey star stopped to sign autographs

Despite it being still dark out, Jessica made sure to focus on her accessories wearing a pair of on-trend lace up creeper style shoes and porting an oversized black leather handbag.

For her segment, the actress completely changes style direction donning a pale pink dress with a yellow and navy stripe running around it.

The beauty wore the look with a pair of suede yellow pumps that perfectly matched back to the accent stripe.

Fashion oops: Jessica wore a pair of suede high heel boots that sexily went all the way up the star's slender thighs but finished at the dress' hem making for an awkward look

When it came to leave, the star changed once again but made a slight style misstep in a grey blue floral print frock.

And it was her impressive shoes that aided her stepping out of line, which would have been the piece de resistance if paired with another look.

The suede high heel boots sexily went all the way up the star's slender thighs but finished at the dress' hem making for an awkward look.

While not the best, two out of three is not bad so perhaps that was the true Alba Algorithm.