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Jessica Alba

After facing a SAG-AFTRA do not work order, the company has signed on to union wages and working conditions.

Just two days after SAG-AFTRA slapped a do not work order on star Jessica Alba’s Honest Company for preparing to shoot non-union commercials, the company has signed on to the union’s commercials contract. The reversal was announced Wednesday by Alba and SAG-AFTRA, with Alba saying that talks had been ongoing “since last week” — a union official had said otherwise on Monday — and that becoming a signatory was always the company’s intent.

The highly public dispute had threatened to tarnish Honest Company’s warm and fuzzy brand identity and that of its ad agency Mother, which the union said was producing the commercials.

“I am thrilled that The Honest Company has chosen to provide our members with the protection of a SAG-AFTRA contract,” union president Gabrielle Carteris said in a statement. “This partnership is the result of meaningful collaboration between SAG-AFTRA and Honest and helps sustain and build a flourishing industry for performers and employers. Kudos to our member Jessica Alba for recognizing that the protections of a strong union contract are crucial to all workers. She is a model of ethical leadership and we’re proud to move forward together.”

With bygones as bygones, Alba returned the vibe. “SAG-AFTRA is an important part of the acting community, and as a proud member since 1994 I fully support its mission,” said the actress. “As founder of The Honest Company, I'm thrilled that the company has grown to a place where working with SAG-AFTRA is a natural next step for us. I’m looking forward to a productive partnership.”

Added Alba, in a separately issued statement: “We (The Honest Company) have been in talks with SAG-AFTRA since last week, and just finalized our agreement to become a SAG signatory. Despite some reports, that was always our intent. As an actress, I support fair pay and working conditions for all actors — and value SAG and the protections it’s provided me throughout my career. Part of scaling our business is thinking ahead to our long-term marketing strategy, and partnering with SAG has always been a natural next step in our evolution. I’m looking forward to a productive partnership.”

The union’s top negotiator weighed in as well. “We look forward to developing a great relationship with The Honest Company and hope this inspires other brands looking to create quality commercials to go union,” said SAG-AFTRA national executive director David White. “Hiring union actors for their ads is the best decision brands can make for their business.”

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