Pure Body Naturals class action alleges beauty products falsely advertised as natural

Top Class Actions’s website and social media posts use affiliate links. If you make a purchase using such links, we may receive a commission, but it will not result in any additional charges to you. Please review our Affiliate Link Disclosure for more information.

Pure Body Naturals class action:

• Who: Pure Body Naturals has been hit with a class action lawsuit by a consumer. 
• Why: The plaintiff alleges the company’s hair and body care products are falsely marketed as “natural.”
• Where: The Pure Body Naturals class action was filed in a New York federal court.

Pure Body Naturals falsely advertises its body and hair care products as being natural, when really they contain a range of non-natural and synthetic products, a new class action lawsuit alleges. 

Plaintiff Corey Klar filed the class action lawsuit against Sendayco LLC (Pure Body Naturals) on Feb. 3 in a New York federal court, alleging violations of state and federal consumer laws. 

The lawsuit relates to a range of Pure Body Naturals products, including shampoos, body washes, hot cream, scrubs, masks, balms, gels and serums. 

According to Klar, Pure Body Naturals makes and sells its products using a marketing and advertising campaign centered around claims that appeal to health-conscious consumers, making out that its products are “Pure” and “100% Natural” or “100% Pure.” 

“However, Defendant’s advertising and marketing campaign is false, deceptive, and misleading because the Products contain non-natural, synthetic ingredients,” the lawsuit states. 

Pure Body Natural products contain synthetic ingredients, lawsuit alleges

The lawsuit states that the Pure Body Natural products contain a range of synthetic ingredients including citric acid, tocopheryl acetate, xanthan gum, preservatives, alcohol, and much more. Some of the ingredients are known carcinogens, the lawsuit alleges.

Discovering that the ingredients are not natural and are actually synthetic requires a scientific investigation and knowledge of chemistry beyond that of the average consumer, Klar says. 

This is why, even though the ingredients are identified on the back of the products’ packaging, the reasonable consumer would not understand that these ingredients are synthetic, he alleges.

According to the lawsuit, customers paid a premium for the products because they were deceived into thinking they were natural. 

The lawsuit seeks to represent all United States consumers who bought one of the Pure Body Naturals products named in the lawsuit, plus a New York subclass. 

Klar is suing for breach of New York General Business Law and the Magnuson-Moss Warranty Act. He seeks certification of the class action, damages, fees, costs and a jury trial. 

Meanwhile, consumers have recently filed class action lawsuits against AriZona Beverages, Kroger, Capri Sun-maker Kraft Heinz and Coppertone-maker Beiersdorf claiming their products are falsely advertised as “natural.”

What do you think of the claims against Pure Body Natural in this case? Let us know in the comments!   

Klar is represented by Jason P. Sultzer and Daniel Markowitz of The Sultzer Law Group PC.

The Pure Body Naturals class action lawsuit is Corey Klar et al., v. Sendayco LLC, Case No. 2:23-cv-00823, in the U.S. District Court for the Eastern District of New York.

Read About More Class Action Lawsuits & Class Action Settlements:

• Class action alleges Christian Dior falsely advertises its 24-hour foundation with SPF
• Sephora Missouri tax $1.77M class action settlement
• Companies face class action lawsuit claims of benzene in aerosol products
• Target settles class action over oil-free cosmetic labeling