New L’Oreal Amla Hair Relaxer Class Action Joins Multidistrict Litigation

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L’Oreal is facing serious legal issues over their Amla hair relaxer as another class action lawsuit alleges the cosmetics manufacturer failed to warn woman about the risk of hair loss, burns, irritations and other problems.

Plaintiff Kishta Finch, a Kansas City, Missouri resident filed the latest complaint against L’Oreal USA Inc and Soft-Sheen-Carson LLC seeking class action status on behalf of women who purchased Amla hair relaxer products.

L’Orèal acquired Soft-Sheen Products Inc. in 1998, which is a leader in manufacturing, marketing, and selling beauty products and cosmetics to African-American consumers. It has continued to sell products under the Soft-Sheen-Carson label, including the Amla Legend No-Mix Relaxer, which is primarily marketed to African American women.

Amla hair relaxer is supposed to chemically alter very curly or tightly coiled hair, making it easier to straighten, style, and manage.

But, according to allegations raised by Finch’s lawsuit and several similar class action lawsuits, the manufacturer not only failed to warn women about the possibility of hair loss or damage, but falsely markets Amla as an oil-based product that can nourish and condition the scalp with vitamins and minerals.

“In fact, the Product contains hardly any Amla Oil [or Phyllanthus Emblica (Indian Gooseberry) Fruit Extract] at all,” the lawsuit states. “The true ingredients in the Amla Relaxer are a dangerous mix of irritants and potentially toxic substances.”

Finch indicates that in June 2016, she purchased Amla hair relaxer and almost immediately after application, her scalp became irritated. Shortly thereafter, her hair began to fall out in patches and she was fored to purchase hair extensions to cover the damage.

In addition to claims L’Oreal violated Missouri’s Merchandising Practices Act, Finch is bringing claims for breach of implied warranty of merchantibility, negligence, strict product liability, fraud, and unjust enrichment.

Finch is seeking to represent a class of U.S. consumers who purchased Soft-Sheen-Carson Optimum Amla Legend No-Mix, No-Lye Relaxer as well as a Missouri subclass of purchasers.

Finch’s case will be added to at least three other class action lawsuits that were consolidated and transferred to multidistrict litigation in November 2016. Plaintiffs in the Amla MDL similarly allege that L’Oreal knew about the problems associated with its Amla Relaxer dating back at least three years and that the cosmetics company even paid off users who posted negative reviews or complaints about the products online.

In December, L’Oreal moved to dismiss a separate proposed class action lawsuit brought by California plaintiffs Sharon Manier and Dorothy Riles. Manier and Riles allege similar claims to Finch’s lawsuit, stating that Amla hair relaxer caused significant damage to their hair and caused portions to fall out.

Finch and the putative class are represented by Brian P. Murray, Gregory B. Linkh of Glancy Prongay & Murray LLP; Bryan L. Clobes and Nyran Rose Rasche of Cafferty Clobes Meriwether & Sprengel LLP.

Finch’s Amla Hair Relaxer Burn Class Action Lawsuit is Kishta Finch, et al. v. L’Oreal USA Inc. et al., Case No. 1:16-cv-09134-JSR and is filed within the larger L’Oreal Amla Hair Relaxer MDL known as In Re: Amla Litigation, MDL No. 6593 in the U.S. District Court for the Southern District of New York.

UPDATE: On April 3, 2018, a judge tossed most claims in a multidistrict litigation claiming that L’Oreal’s Amla Legend Rejuvenating Ritual Relaxer kit is unsafe.