St. Ives Class Action Says Lotion, Body Wash Aren’t ‘Natural’

A class action lawsuit claims that St. Ives lotions and body washes are not “all natural” as advertised.

Plaintiff Robert Bryce Stewart III says he regularly purchased St. Ives Body Lotion and Body Wash products between 2014 and 2017.

Stewart allegedly purchased the products at least in part because he viewed the labeling and advertisements that they were all natural and free from synthetic ingredients.

However, Stewart says that these representations are false as the products contain numerous synthetic ingredients.

He claims that had he known the products contained synthetic ingredients, he would not have purchased them or would not have paid as much as he did for them. Stewart says he would purchase the products again in the future if Unilever changed the composition of the products to be in line with the labeling.

The St. Ives class action lawsuit says that Unilever advertised its products with statements like “100% Natural Moisturizers” or “100% Natural Exfoliant.” Allegedly, the company then changed its advertisements so that the products bore labeling like “Made with 100% Natural Moisturizers,” or “Made with 100% Natural Exfoliant.” Stewart says he purchased St. Ives products before and after the labeling change.

Stewart claims that contrary to the labeling, the products contain synthetic ingredients like phenoxyethanol, dimethicone, sodium laureth sulfate, and/or methlisothiazolinone. To support his claim that Unilever should not label their products as natural when they contain these ingredients, Stewart notes that in 2016, the Federal Trade Commission launched complaints against three companies for advertising that their products are “natural” when they contained such ingredients.

The St. Ives class action lawsuit claims that Stewart and other customers were financially injured by Unilever’s false advertising of the products because they paid a premium for the products and would not have if they had known that the products were made of synthetic ingredients.

Allegedly, Unilever knows that customers have a preference for “all natural” products, because they are seen as healthier, better for the environment, and of higher quality. Allegedly, the company takes advantage of customer preference for natural products to charge higher prices for synthetic products under the label of “all natural.”

Stewart claims that Unilever knew or should have known that its products are not all natural, and intentionally deceived customers in the interest of maximizing its profits.

Did you buy St. Ives body wash or lotion because of the “natural” label? Let us know in the comments below.

Stewart is represented by Joshua D. Arisohn, Alec M. Leslie, L. Timothy Fisher, and Joel Smith of Bursor & Fisher PA, and by Reuben D. Nathan of Nathan & Associates APC.

The St. Ives All Natural False Advertising Class Action Lawsuit is Robert Bryce Stewart III v. Unilever United States Inc., et al., Case No. 1:19-cv-05993, in the U.S. District Court for the Eastern District of New York.

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