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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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76 thoughts onIt’s a 10 class action alleges product does not repair hair as advertised
I was using the It’s a 10 Miracle Coily Leave-in product, and my hair was thinning at an alarming rate! I thought it was a health issue, maybe thyroid or something. I looked at the ingredients of this product and decided it had too many chemicals in it, and I tossed it out. My hair is already getting back to its softness and shine. I thought the product was doing a good job at first, but then my hair seemed more strawlike day by day. And I noticed I could see my scalp through my hair! I have *never* had that issue before. It’s really distressing. I hope I can get it to grow back. It’s always been fine, but I’ve always had a lot of hair so that wasn’t a problem. Oh, and another weird thing – the skin on my face was just seeming more and more dry, and I was getting blemishes. I never had that problem before. Since I stopped using the Coily leave-in, my skin actually looks younger and brighter. What a freaking mess…I can’t believe a stupid hair cream could do all this.
I started using It’s a 10 products in March and my thick long healthy hair has been coming out in wads when I brush my hair or even run my fingers through my hair I have tons coming out. I thought I needed to get blood work done and get my thyroid checked but after doing some researching and all of my test results in normal range I figured out it was the It’s a 10 shampoo with keratin, conditioner and leave in spray that has caused my hair to become so thin! $80 of product in the trash! Add my name!
I have been using Miracle Repair It’s a 10 potion since 2020. Almost immediately, my husband said wow your hair really looks damaged and I said no your wrong. Over the years my hair has been falling out and looks very damaged. Please add my name.
Please add me I have spent thousands on this and my got worse
Please add me I have used this product and saw more damage in my hair.
I spent $1000 of dollars on these products, and I noticed my hair kept falling off but didn’t think anything about it until I saw this class act
I spent $1000 of dollars on these products, and I noticed my hair kept falling off but didn’t think anything about it until I saw this class act
I currently use & have used various Its a 10 products believing the product was healthy for my hair. I’ve spent hundreds of dollars on these products as they are not cheap. Yes, I noticed my hair was thinning but didn’t think it could have been the products until I saw this lawsuit. Please add my name
I lost a lot of hair right after using its a 10 conditioner plus keritin. I I have no idea why I lost so much until now. :(
I have been using it’s a 10 hair Care for at least 4 years and I have had nothing but problems with hair loss and I’m absolutely livid and devestated. Not only have I spent THOUSANDS OF DOLLARS on the entire It’s a 10 collections and have had the same result with the Silk Express, Potion 10, Blow Dry, the regular Miracle Moisture Conditioning, The Whipped collection as well as the Co Wash brown one AND the Miracle Volumizing Shine Treatment. Seriously I have an appointment with a dermatologist next month to see what I can do to help reverse the hair loss. ABSOLUTELY SICKENING PLEASE HOLD THEM ACCOUNTABLE FOR THEIR DECEPTIVE TACTICS AND COMPENSATION FOR THE DEVESTATED PLAINTIFFS I NOW HAVE TO UNDERGO A MASSIVE SEARCH FOR A WIG THAT WILL WORK FOR ME. MY HAIRS FALLING OUT IN MASSIVE CLUMPS AND I HAVE BALD SPOTS FROM THESE HEINOUS PRODUCTS PLEASE PLEASE PLEASE I BEG YOU TO HOLD THEM ACCOUNTABLE!