Jessy Edwards  |  April 8, 2021

Category: Beauty Products

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A Purezero natural shampoo false advertising lawsuit has been filed against JM Brands.

A woman is suing a Florida-based beauty company, saying hair care products sold under its Purezero brand aren’t as natural as it claims.

In a nationwide class action lawsuit filed Tuesday in the Western District of Pennsylvania, Plaintiff Rachel D. Binakonsky alleges JM Brands LLC breached state consumer laws and federal warranty laws when it marketed its shampoo as being ‘natural.’

The class action lawsuit says JM Brands sells the Purezero brand in an attempt to capitalize on consumer demand for health-focused and “natural” personal care products. 

“As [JM Brands] knows, the vast majority of its ‘natural’ products contain synthetic and abrasive chemical ingredients,” the lawsuit alleges. 

“Thus, the statements on [Purezero’s] product labels claiming that the products are ‘natural’ are false, misleading, and designed to deceive consumers into paying a price premium and choosing its products over a competitor’s product.”

Binakonsky says, despite marketing the products as natural, they contain a list of synthetic materials that are only listed in tiny print on the back of the bottles, and even then don’t outright say the ingredients are synthetic.

The ingredients include phenoxyethanol, ethylhexylglycerin, and caprylyl glycol, which are all classed as synthetic, the lawsuit states. Binakonsky said other ingredients include synthetic emulsifiers, fillers, skin conditioners, water repellents, viscosity agents and fragrances. 

“Consumers are not experts in the chemical make-up or names of the ingredients disclosed in fine print on the back of the labels and, based on the ‘natural’ representations headlining the Products’ labeling, reasonably believe that the Products contain only natural ingredients.”

Binakonsky is suing under Pennsylvania’s Unfair Trade Practices and Consumer Protection Law, and federally for breach of express and implied warranties, and unjust enrichment. 

She is seeking certification of the Class, damages, restitution, interest, fees, a jury trial and an order stopping the company from selling allegedly misbranded products.

Manufacturers of beauty products often find themselves facing legal action over the use of the word ‘natural.’

In December last year, the maker of Selsun Blue faced a class action lawsuit from a consumer who claims the company’s supposedly natural anti-dandruff shampoo actually contains a number of synthetic ingredients.

One month prior, Pantene Pro-V products were accused of being misrepresented as “natural,” in a class action lawsuit against Procter & Gamble.

Do you expect products with ‘natural’ marketing to be free of synthetic ingredients? Let us know in the comments! 

The plaintiffs are represented by Steffan T. Keeton of The Keeton Firm LLC. Counsel information for JM Brands was not immediately available.

The JM Brands Not Natural Class Action Lawsuit is Binakonsky v. JM Brands LLC, Case No. 2:21-cv-00444, in the U.S. District Court for the Western District of Pennsylvania.

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104 thoughts on‘Natural’ Purezero Shampoo Is Packed With Synthetic Ingredients, Nationwide Lawsuit Alleges

  1. Jodi Kamae says:

    add me

  2. Debbie Rose says:

    My hair fell out in clumps the first and only time i tried it.

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