Lumineux class action alleges teeth whitener falsely advertises 30-min. work time

Lumineux teeth whitener class action overview: 

• Who: Oral Essentials is facing a class action lawsuit claiming it falsely advertises its Lumineux teeth whiteners. 
• Why: The whiteners do not make an impact within 30 minutes as advertised, and in fact fall off teeth before 30 minutes, the lawsuit claims.
• Where: The Lumineux teeth whitener class action was filed in federal court in New York.

Oral Essentials is facing a class action lawsuit over its Lumineux teeth whiteners and claims the product is falsely advertised as it does not whiten teeth as promised within the first 30-minute application.

The Lumineux packaging says “30 minutes to whiter teeth” but does not deliver, the lawsuit claims.

“The scant scientific studies that defendant possesses, as well as ample feedback from dissatisfied consumers, demonstrate that the products fail to noticeably whiten teeth after a single 30-minute application,” the Lumineux class action says. “To make matters worse, the Products’ poor design makes them fall off consumers’ teeth well before the recommended 30-minute treatment.”

A series of comments from Amazon complaining about the product slipping off teeth or not working as advertised were included with the Lumineux class action.

Consumers need to use the product for at least 14 days, not 30 minutes, to have the teeth whitening work, the lawsuit claims. And Lumineux doesn’t have a single effective study showing that the Lumineux whitening strips are effective within 30 minutes, the lawsuit claims.

Whitening strips don’t stay adhered to teeth for 30-minute treatment, Lumineux class action claims

Plaintiff Marwan Shafee purchased the whitening strips on Amazon.

Those whitening strips were not effective in 30 minutes and a price premium was paid based on Lumineux’s claims, the lawsuit says.

“Plaintiff Shafee had to discard multiple whitening strips because they peeled off from his teeth within a few minutes after applying them,” the Lumineux class action says. “Furthermore, the few strips that managed to stay on Plaintiff Shafee’s teeth for 30 minutes, failed to whiten his teeth as promised on the products’ packaging.”

The Procter & Gamble Co. falsely advertises that its Oral-B charcoal toothbrush products provide teeth-whitening benefits, a November class action lawsuit alleges. 

Have you tried Lumineux teeth whiteners? Let us know in the comments.

The plaintiff is represented by Adrian Gucovschi of Gucovschi Rozenshteyn PLLC.

The Lumineux teeth whitener class action lawsuit is Shafee v. Oral Essentials Inc., Case No. 5:23-cv-00883, in the U.S. District Court for the Eastern District of New York.

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