Dr. Squatch ‘natural’ shampoo class action proceeds

Dr. Squatch shampoo class action lawsuit overview: 

• Who: U.S. District Judge LaShonda A. Hunt ruled Dr. Squatch must face consumer fraud and unjust enrichment claims in a consumer class action lawsuit.
• Why: Dr. Squatch did not make the case for dismissing claims that the term “natural” on the product front label is consumer fraud.
• Where: The Dr. Squatch shampoo class action lawsuit was filed in federal court in Illinois.

A federal judge in Illinois ruled that Dr. Squatch must face consumer fraud and unjust enrichment claims in a consumer class action lawsuit.

A consumer said that the term “natural” should not be used on the Dr. Squatch shampoo label when synthetic ingredients are used in the shampoo and the ingredients oat protein, jojoba oil and honey are used in a smaller amount than expected.

U.S. District Judge LaShonda A. Hunt dismissed warranty claims, negligent misrepresentation, fraud and claims for injunctive relief. Dr. Squatch was ordered to file a response on the two remaining claims by May 16.

Plaintiff Lauren Fleming’s lawsuit included the U.S. Department of Agriculture’s definition of natural as it relates to organic food.

“Plaintiff draws on these sources to support what she alleges to be her understanding and a reasonable consumer’s understanding of the word ‘natural.’” Hunt wrote in her ruling. “Although defendant has cited cases calling the significance of those sources into question in this context, defendant has not provided any authority that would require the court to dismiss the complaint under these circumstances.”

Accurate ingredient list doesn’t negate misleading statements, judge writes

The plaintiff’s claim that “Natural” is misleading should not be dismissed based on the back-of-package ingredient list being accurate, Hunt said. Numerous courts have already ruled similarly, Hunt wrote.

The same applies to having an accurate ingredient list on the company’s website, the judge wrote.

“At the pleading stage, the complaint must be read in the light most favorable to Plaintiff and reasonable inferences must be drawn in plaintiff’s favor,” Hunt wrote. “The court will not presume that because she purchased the product on defendant’s website, she also reviewed the ingredient list or was even aware of it.”

Have you purchased Dr. Squatch shampoo because it claims to have natural ingredients? Let us know in the comments.

The plaintiff is represented by Spencer Sheehan of Sheehan & Associates, P.C. 

The Dr. Squatch class action lawsuit is Lauren Fleming v. Dr. Squatch, LLC, Case No. 1:22-cv-04842, in the U.S. District Court for the Northern District of Illinois.

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