It’s a 10 class action alleges product does not repair hair as advertised

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It’s a 10 class action overview: 

• Who: A woman is suing It’s a 10 Haircare over its Potion 10 miracle hair repair product line
• Why: She says the products do not repair the hair as promised
• Where: Florida federal court

It’s a 10 Haircare sells a “Potion 10 miracle hair repair product line” that misleadingly promises consumers it is capable of repairing hair, according to a new nationwide class action lawsuit. 

Plaintiff Terese Thomas filed the class action lawsuit against It’s a New 10, LLC July 13 in a Florida federal court, alleging violations of state and federal consumer laws. 

According to the complaint, the company touts that it has “revolutionized the approach to hair care” by delivering results that people can see and experience.

On the front of each Potion 10 miracle hair repair product, the company uniformly represents that the products provide “miracle instant repair,” Thomas says. 

This leads reasonable consumers to believe that the products repair hair instantly “when, in fact, the products do not repair hair at all – instantly or otherwise,” she says. 

“Unfortunately for the millions of consumers who want to repair their damaged hair, the Hair Repair Products cannot deliver the promised result.”

No ingredients that repair hair, lawsuit alleges

The products do not actually repair damaged hair, because there are no ingredients in the products capable of doing so, Thomas says.

Hair is primarily composed of a family of proteins called keratin, which is dead organic matter that cannot be repaired once damaged through the use of in-home treatments, she states.

At most the products can only create the temporary illusion that the user’s hair has been repaired, the lawsuit says.

“But for these misrepresentations, Plaintiff and Class Members would not have purchased the Hair Repair Products on the same terms or for the same price.”

Thomas is looking to represent anyone in the United States who bought It’s A 10 haircare products in the Potion 10 “Miracle Repair” collection, plus a Wisconsin Subclass. 

She’s suing under Wisconsin consumer laws and for breach of warranty and unjust enrichment. Thomas is seeking certification of the class action, damages, fees, costs and a jury trial. 

Meanwhile, the OGX-brand shampoos and conditioners marketed by Johnson & Johnson to nourish and smooth your hair actually contain a combination of ingredients that cause significant hair loss, a 2021 class action lawsuit making its way through the court alleges.

Unilever is also facing class action lawsuits in Pennsylvania, Illinois, New Jersey, and even in Canada over allegations that its TRESemmé keratin shampoo and conditioner causes scalp irritation and hair loss.

For more on this topic, check out our list of the worst hair care products on the market, according to the class action lawsuits leveled against them. 

Have you had an issue with a hair care product? Let us know in the comments! 

The plaintiff is represented by Milberg Coleman Bryson Phillips Grossman PLLC and Pearson, Simon & Warshaw, LLP.

The It’s a New 10 class action lawsuit is Terese Thomas v. It’s a New 10, LLC, Case No. 1:22-cv-22149 in the U.S. District Court Southern District of Florida.

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