Beard Guyz class action lawsuit overview:
- Who: Plaintiff Michael Dilanyan filed a class action lawsuit against Universal Beauty Products Inc., the maker of Beard Guyz beard care products.
- Why: Certain Beard Guyz products are allegedly falsely labeled as “natural” even though they contain non-natural ingredients.
- Where: The Beard Guyz class action lawsuit was filed in California federal court.
A recent Beard Guyz class action lawsuit alleges the company misleadingly labels some of its beard care products as “Natural” even though they “contain numerous non-natural, synthetic, artificial and/or highly processed ingredients.”
Plaintiff Michael Dilanyan says the Beard Guyz natural claims are intended to mislead consumers and to give the company a competitive advantage over other beard care product sellers. He says he relied on the company’s labeling and advertising claims when he decided to purchase beard care products.
The falsely labeled Beard Guyz natural products allegedly include:
- Beard 2-in-1 Wash & Tame
- Beard Guyz Beard Wash
- Beard Guyz Beard Oil
- Beard Guyz Micro Mist Beard Oil
- Beard Guyz Beard Serum
- Beard Guyz Beard Conditioner
- Beard Guyz Moustache Wax
- Beard Guyz Styling Foam
- Beard Guyz Beard Butter
Each product allegedly includes language on the label indicating it is “Made with Natural Ingredients,” according to the Beard Guyz class action lawsuit.
Beard Guyz class action: natural claims aimed at health-conscious consumers
The Beard Guyz class action lawsuit notes the market for natural cosmetics has boomed in recent years. Globally, the market for natural cosmetics was estimated to have a revenue of more than $10 billion in 2018 and is expected to grow to more than $48 billion by 2025.
Dilanyan says consumers value natural products for a variety of reasons, including environmental consciousness, health and wellness goals, financial support of companies creating natural products and perceived health benefits associated with natural products.
“Unfortunately, rather than creating the natural products consumers desire, defendants have chosen instead to market the products through deceptive labeling and advertising in order to convince consumers the products are natural when, in reality, they contain synthetic and artificial ingredients,” the Beard Guyz class action says.
Had he known the beard care products contain non-natural, synthetic, artificial and/or highly processed ingredients, Dilanyan claims he would not have purchased them. However, he says is interested in purchasing Beard Guys natural products in the future if the company starts selling products that are truly natural.
The Beard Guyz class action lawsuit asserts claims for violations of California’s Consumers Legal Remedies Act, False Advertising Law, Unfair Competition Law, breach of express warranty and unjust enrichment.
Other class action lawsuits have also taken aim at companies for allegedly falsely advertising their products as “natural.”
Have you purchased Beard Guyz natural products? Tell us what you think of the class action allegations in the comments.
Dilanyan is represented by Valter Malkhasyan of Malk & Pogo Law Group LLP.
The Beard Guyz natural class action lawsuit is Michael Dilanyan v. Universal Beauty Products Inc., Case No. 2:24-05200, in the U.S. District Court for the Central District of California.
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