CleanWell Class Action Alleges Soap Products Not ‘Natural’

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CleanWell LLC has been hit with a class action lawsuit accusing it of misrepresenting some of its hand sanitizers and soaps as “Natural” or “All-Natural,” even though they allegedly contain artificial and synthetic ingredients.

Plaintiff Ari Rosner asserts that he and the putative Class Members relied on CleanWell’s misrepresentations that the products are “Natural” or “All-Natural” when they chose to purchase the items. According to the natural soap class action lawsuit, consumers paid a premium for the allegedly mislabeled products because of the “natural” label.

The CleanWell class action lawsuit accuses the soap and hand sanitizer manufacturer of capitalizing on consumers’ growing desire for natural products, and recognizes that consumers are willing to pay more for products that are labeled as “natural” over products that contain synthetic ingredients.

“Reasonable consumers, including Plaintiff and Class Members, value natural products for important reasons, including the belief that they are safer and healthier than alternative products that are not represented as natural,” Rosner alleges in the false advertising class action lawsuit.

According to the natural soap class action lawsuit, the CleanWell products at issue include synthetic ingredients such as Sodium Citrate and Sodium Coco-Sulfate. Rosner asserts that Sodium Citrate is a recognized synthetic chemical under federal regulations. He claims that Sodium Coco-Sulfate is manufactured in a multi-step, non-natural process that is nearly the same as the process used to make Sodium Lauryl Sulfate.

“Consumers lack the meaningful ability to test or independently ascertain or verify whether a product is natural, especially at the point of sale,” the CleanWell class action lawsuit alleges. “Consumers would not know the true nature of the ingredients merely by reading the ingredients label.”

Rosner alleges that he would not have purchased the CleanWell products at a premium price if he had known that the representations he relied on when making his purchase were false, misleading and deceptive.

According to the false advertising class action lawsuit, CleanWell’s conduct with regard to the sale and marketing of the “natural” products violate New York Business Law §§ 349 and 350, the Magnuson-Moss Warranty Act, and the consumer protection laws of all 50 states.

The false advertising class action lawsuit takes issue with the marketing and sales of the following CleanWell products:

• CleanWell Natural Hand Sanitizer Original Scent
• CleanWell Natural Hand Sanitizer Orange Vanilla Scent
• CleanWell Natural Hand Sanitizing Wipes
• CleanWell Natural Foaming Hand Sanitizer
• CleanWell Natural Antibacterial Foaming Soap Orange Vanilla Scent
• CleanWell All-Natural Antibacterial Foaming Soap Orange Vanilla Scent
• CleanWell Natural Antibacterial Foaming Soap Lavender Scent
• CleanWell Natural Antibacterial Foaming Soap Spearmint Lime Scent
• CleanWell Natural Antibacterial Soap Ginger Bergamot Scent

Rosner seeks declaratory relief, injunctive relief, monetary damages, punitive damages, attorneys’ fees and other costs associated with the false advertising class action lawsuit.

Rosner is represented by Jason P. Sultzer and Joseph Lipari of The Sultzer Law Group PC.

The CleanWell “Natural” Cleaning Products Class Action Lawsuit is Ari Rosner v. CleanWell LLC, Case No. 1:16-CV-01780-AMD-SMG in the U.S. District Court for the Eastern District of New York.