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Jessica Alba looks a billion dollars launching new beauty line in first Honest Company event since lawsuit filed over 'natural ingredients' claims

Published: 00:04 EST, 10 September 2015 | Updated: 13:32 EST, 10 September 2015

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Jessica Alba was the epitome of natural beauty in New York on Wednesday where she hosted the official launch of her new collection of beauty products.

Alba, 34, who introduced the new line at an event held at Trump SoHo Hotel, wore a stunningly simple pink-hued lacy Jonathan Saunders dress and pink pointy pumps.

She had her hair swept back in an elegant chignon so that her face was the perfect showcase for her new make-up range.

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Billion dollar smile: Jessica Alba launched her new line of Honest Beauty products in New York City on Wednesday

The actress posted a photo on Instagram letting fans know exactly which of her new products she was wearing.

She said her look was fashioned with 'Heather Mauve Eye Shadow Trio, Playful Kiss Lip Gloss, Truly Thrilling Cream Blush, Truly Lush Mascara'.

The radiant mom-of-two, whose net worth is $340million thanks to her business ventures, was clearly her own best form of advertising.

Natural beauty: The actress, 34, wore her own makeup products and looked simply stunning in a lacey dress wit pink hues over a white shift with her hair pulled back into an elegant chignon

At my @honest_beauty launch today in #NYC my look -Heather Mauve Eye Shadow Trio, Playful Kiss Lip Gloss, Truly Thrilling Cream Blush, Truly Lush Mascara #letsbehonest #honestbeauty

A photo posted by Jessica Alba (@jessicaalba) on Sep 9, 2015 at 6:22pm PDT

The Dark Angel star co-founded The Honest Company in 2012 with 17 products and it is now valued at £1.7 billion.

The business now sells more than 120 items that are stocked at more than 4,000 retailers across the United States and Canada.

While Alba insists that all her Honest Company products are natural, her company was hit with a class action lawsuit earlier this month challenging the assertion that the products are chemical-free.

John D. Rubin claimed Honest actually sells items that contain unnatural ingredients, as well as other products which are ineffective.

Sued: Alba's The Honest Company was hit with a class action lawsuit earlier this month by a customer who complained that not all the ingredients in the products are natural as advertised

Look lovely in lace with Jessica's Jonathan Saunders dress

Jonathan Saunders Resort 2016 lace dress

Shop the current collection at Net-a-Porter!

Buy now

A true fashion chameleon, Jessica Alba has the ability to look as knock out in a pair of boyfriend jeans and Birkenstocks as she does in a glamorous dress and heels. It's not fair really is it?

At an event to launch her new beauty line this week she opted for the latter and looked utterly angelic in a cream lace midi dress and fuchsia pink heels. Keeping the look simple with minimal jewelry and her hair pulled back in a sleek bun, she chose to let the lace do the talking. And considering this midi dress is by designer favorite Jonathan Saunders Resort 2016 collection, it did just that.

This gorgeous dress manages to look sweet yet sexy at the same time due to its demure length and long sleeves teamed with barely there slip and sheer lace overlay. It has a touch of bridal elegance about it, but throw on some statement shoes like Jessica, and a tough leather biker and you'll be back on the achingly cool factor immediately. As it's from a forthcoming collection, Jessica's dress is not yet available to buy but if you can't wait click right to shop Jonathan Saunders current collection at Net-a-Porter!

Alternatively shop for your own sophisticated lace midi with our picks below, including a spitting image style from J.O.A at Revolve Clothing.

* PRICES MAY NOT BE AS ADVERTISED

...NOW GET A DRESS LIKE JESSICA'S

Rubin was asking for reimbursement as he claimed customers were paying over and above the cost of other 'comparable products that did not purport to be natural'.

In a statement released to Entertainment Tonight, Alba roundly defended her enterprise.

'The allegations against us are baseless and without merit. We strongly stand behind our products and the responsibility we have to our consumers. We are steadfast in our commitment to transparency and openness,' she said.

'I know my children, Honor and Haven, are growing up in a safer home because of our products,' she added.

Defended her business: The mom-of-two, whose personal net worth is $340 million, has said she stands behind her range of nontoxic products that include cleaning supplies, soaps and lotions and diapers

Planned: Alba started The Honest Company in 2012 and raised $100 million from investors in order to create the beauty line, something she said she always planned to do

Alba has said it was always her intention to expand the company's range of non-toxic items to cover beauty and skincare in addition to the original parenting-oriented and cleaning products.

'Beauty was always part of the plan. It was just a matter of when, how and being able to execute it properly,' she said.

She raised $100million from investors in order to create and launch Honest Beauty, according to CNN Money.

The line will feature more than 85 skincare and make-up items.

'There's a real need for beauty products that aren't like piling dirt on your face, are healthy and don't make you sick but actually work and feel luxury,' she told Cosmopolitan.co.uk earlier this year.