Dr. Squatch class action alleges hair care products falsely advertised as natural

Dr. Squatch class action lawsuit overview: 

• Who: Plaintiff Jaime Napolitano filed a class action lawsuit against Dr. Squatch LLC. 
• Why: Napolitano alleges Dr. Squatch falsely advertises that several varieties of its men’s shampoo and conditioner products are “Sulfate & Paraben Free.” 
• Where: The class action lawsuit was filed in New York federal court. 

A new class action lawsuit claims that personal care company Dr. Squatch falsely advertises multiple varieties of its men’s shampoo and conditioner products as “Sulfate & Paraben Free.” 

Plaintiff Jaime Napolitano’s class action lawsuit claims at least 15 of the 24 ingredients in the Dr. Squatch hair care products in question are not “natural,” as understood by consumers. 

“The Products are ‘misbranded’ and misleading, because despite the labeling and marketing as ‘Men’s Natural Shampoo’ and ‘Men’s Natural Conditioner,’ when water is excluded, its total volume is mainly non-natural ingredients,” the Dr. Squatch class action says. 

Napolitano wants to represent a New York class and multistate class of consumers who bought the Dr. Squatch hair care products during the statutes of limitations for each cause of action alleged. 

Dr. Squatch charges premium price for falsely advertised hair care products, class action claims

Napolitano claims the Dr. Squatch sells the hair care products in question — including its Pine Tar, Fresh Falls, Cool Citrus, Summer Citrus, Cool Fresh Aloe, Coconut Castaway, and Frosty Peppermint varieties — at a premium price due to their “false and misleading representations.” 

“The Products are sold at a premium price, approximately $10.99 per bottle, higher than similar products, represented in a non-misleading way, and higher than similar products, represented in a non-misleading way,” the class action says. 

Napolitano claims Dr. Squatch is guilty of violating New York General Business Law and consumer fraud multi-state statutes. She demands a jury trial and requests declaratory relief and an award of monetary, statutory and punitive damages for herself and all class members. 

An Illinois federal judge ruled earlier this year that a similar class action lawsuit against Dr. Squatch may proceed, holding that the company did not make its case for dismissing claims that the term “natural” on the front label of their products is consumer fraud. 

Have you purchased Dr. Squatch hair care products? Let us know in the comments.

The plaintiffs are represented by Spencer Sheehan of Sheehan & Associates P.C. and Michael Reese of Reese LLP. 

The Dr. Squatch class action lawsuit is Napolitano, et al. v. Dr. Squatch LLC, Case No. 1:24-cv-07490, in the U.S. District Court for the Eastern District of New York.

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