Honesty is the quality of being truthful and trustworthy. To be honest is to tell the truth at all times even at personal risk to oneself. Honesty in business is also known as ethical behavior in business. Truthfulness means: making true statement about something or somebody.

Company co-founder Jessica Alba was inspired by the 2008 birth of her first child and her own history of childhood illnesses to create a company that provided an alternative to baby products with ingredients such as petrochemicals and synthetic fragrances. The company was launched in 2012 with 17 products.

The first lawsuit was filed by Brad Buonasera, who accused the company of misleadingly marketing at least 41 items. He claimed that some of the products labeled natural contained synthetic and toxic ingredients. The second lawsuit, filed in New York, also centered around claims of fraudulently labeled products.

Business ethics is an evolving topic. Generally, there are about 12 ethical principles: honesty, fairness, leadership, integrity, compassion, respect, responsibility, loyalty, law-abiding, transparency, and environmental concerns.