Purex Natural Elements Laundry Detergent Class Action Settlement

A $1.5 million class action settlement resolves claims that Purex Natural Elements laundry detergent contains synthetic ingredients despite its “natural” label.

If you purchased Purex laundry detergent labeled as “Natural Elements” between May 19, 2013, and March 8, 2019, you could get cash from this class action settlement.

Lead plaintiffs accused the makers of Purex laundry detergent of falsely marketing its “Natural Elements” products to health-conscious and environmentally-conscious consumers.

According to the Purex Natural Elements class action, Henkel Consumer Goods Inc. deceives consumers into thinking that the detergent doesn’t contain harsh and synthetic ingredients.

However, the plaintiffs claim the laundry detergents products contain chemicals like sodium polyacrylate, disodium distryrylbiphenyl disulfonate, lilial, methylisothiazolinone, hexylcinnamaldehyde and benzyl benzoate.

The Purex laundry detergent class action alleges that consumers were tricked into thinking that Purex Natural Elements products would promote health and be safe for themselves and the environment by advertising that suggests they contained plant-based ingredients.

Consumers paid a premium based on this false advertising, contends the Purex Natural Elements laundry detergent class action lawsuit.

Henkel tried to dodge the Purex Natural Elements laundry detergent class action lawsuit, arguing that since water is the main ingredient, assertions that the products are “natural” isn’t false.

However, while not admitting any fault, the makers of Purex agreed to pay $1.5 million to Class Members who purchased Purex Natural Elements products to end the class action lawsuit. Additionally, Henkel has agreed to modify the labeling of its Purex products.

Under the terms of the settlement, Class Members can claim between $2 and $4 for each product purchased.

Covered Purex products include all sizes of the following detergents:

• Purex Natural Elements Laundry Detergent
• Purex Ultra Natural Elements HE Detergent
• Purex Natural Elements HE Laundry Detergent
• Purex Natural Elements Ultra Concentrate HE

In addition, all scents of these detergents are also covered, including:

• Linen & Lilies Scent
• Lilac & White Lavender Scent
• Tropical Splash Scent

To make a claim, Class Members must provide their contact information as well as the date and location of their purchase. Class Members claiming the purchase of more than 10 Purex Natural Elements items must provide proof of purchase.

There is no limit to the number of claims you can submit as long as you can provide proof of purchase with your Claim Form.

The deadline to opt out or object to the Purex settlement is July 22, 2019.

Who’s Eligible

Class Members include those who “purchased any Purex Natural Elements Laundry Detergent Products Between May 19, 2013, and March 8, 2019.”

Potential Award

$2 to $4 per product. 

Although the actual amounts are subject to a pro rata adjustment, the settlement indicates that consumers claiming products with a container size less than 150 ounces will receive $2 per container and those who claim detergents greater than 150 ounces will get $4 per container.

There is no limit to the number of claims you can submit with proof of purchase. Consumers unable to provide receipts are limited to a maximum of 10 claims.

Proof of Purchase

Contact information and date and location of purchase. Class Members claiming more than 10 purchases must provide proof.

Claim Form

CLICK HERE TO FILE A CLAIM »

NOTE: If you do not qualify for this settlement do NOT file a claim.

Remember: you are submitting your claim under penalty of perjury. You are also harming other eligible Class Members by submitting a fraudulent claim. If you’re unsure if you qualify, please read the FAQ section of the Settlement Administrator’s website to ensure you meet all standards (Top Class Actions is not a Settlement Administrator). If you don’t qualify for this settlement, check out our database of other open class action settlements you may be eligible for.

Claim Form Deadline

08/10/2019

Case Name

Tony Luib v. Henkel Consumer Goods Inc., Case No. 1:17-cv-03021, in the U.S. District Court for the Eastern District of New York

Final Hearing

08/19/2019

UPDATE: The Purex Natural Elements Laundry Detergent Class Action Settlement was granted final approval on August 19, 2019.  Let Top Class Actions know when you receive a check in the comments section below or on our Facebook page.

UPDATE 2: October 2019, Top Class Actions viewers started receiving checks worth much lower than the amount previously stated on the settlement website. While disappointing, don’t let that stop you from continuing to file claims for every settlement you qualify for. Check out which class action settlements are still accepting claims in our Open Class Action Settlements section.

Settlement Website

LaundryDetergentSettlement.com

Claims Administrator

Purex Settlement Administrator
c/o Epiq
P.O. Box 3240
Portland, OR 97208-3240
1-877-291-9488

info@LaundryDetergentSettlement.com

Class Counsel

Christopher J. Moreland
HALUNEN LAW

Michael R. Reese
REESE LLP

Jason Sultzer
THE SULTZER LAW GROUP PC

Defense Counsel

Edward Boyle
VENABLE LLP

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