Kiss My Face Class Action Lawsuit Says Products Aren’t All Natural

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Kiss My Face LLC has been hit with a class action lawsuit alleging the company falsely advertises its personal care products as being “natural” even though they contain artificial and synthetic ingredients.

Plaintiff Noriko Ikeda of California asserts that she and other consumers have relied on advertisements, labeling and other statements by Kiss My Face that suggest the products are “naturally nourishing,” “nourish naturally,” “100% Natural Minerals” or “Natural Mineral Protection.”

The Kiss My Face class action lawsuit claims the following lotions and body wash products include false and/or misleading “natural” claims:

• Sunscreen: Sun Spray Lotion, Kids Defense Lotion
• Body Wash: Sensitive Type, Anti-Stress, Cold & Flu, Peaceful Patchouli, Early to Bed, Early to Rise, Silky Soft, Tropical Indulgence, Active Athletic
• Body Lotion: Olive & Aloe, Vitamin A & E, Honey & Calendula, Tropical Coconut, Lavender Shea, Peaches & Crème

Ikeda claims consumers will pay more for products that are labeled as “natural.” According to the natural products class action lawsuit, Kiss My Face intended to deceive consumers by labeling its products as “naturally nourishing,” “Natural Mineral Protection,” and similar labels because the products contain artificial and synthetic ingredients such as phenoxyethanol and/or ethylhexyglycerin.

According to the Kiss My Face class action lawsuit, the U.S. Food & Drug Administration in April 2016 filed complaints against four manufacturers that included these ingredients in “natural” products, and those companies have since agreed to discontinue the practice of advertising those products as “natural.”

Ikeda asserts that she and the other putative Class Members would not have purchased the products on the same terms if they had known the truth about the “natural” claims on the product labels. She says these “natural” products did not have the same characteristics, uses, ingredients, benefits or quantities as promised.

The Kiss My Face class action lawsuit asserts claims for violations of the California Consumer Legal Remedies Act, California Unfair Competition Law, California False Advertising Law, breach of express warranty, unjust enrichment, fraud and negligent misrepresentation.

By filing the Kiss My Face class action lawsuit, Ikeda seeks to represent herself and a Class of consumers who purchased the allegedly misleadingly labeled “natural” Kiss My Face products since April 26, 2013. She also seeks to represent a California subclass. She says the putative Class and subclass contain many thousands of consumers. According to the Kiss My Face class action lawsuit, millions of units of the allegedly mislabeled products have been sold in the United States since April 2013.

Ikeda is seeking injunctive relief, restitution, compensatory and punitive damages, prejudgment interest, and other relief deemed appropriate by the court.

Earlier this year, Kiss My Face was hit with a similar false advertising class action lawsuit over its alleged mislabeling of products as “natural” when they actually contain synthetic ingredients. That Kiss My Face class action lawsuit focuses on the body lotion products that Ikeda lists in her complaint.

Ikeda is represented by Reuben D. Nathan of Nathan & Associates APC.

The Kiss My Face Natural Products Class Action Lawsuit is Noriko Ikeda v. Kiss My Face LLC, et al., Case No. 8:17-cv-00751, in the U.S. District Court for the Central District of California.

UPDATE: The Kiss My Face Natural Products Class Action Lawsuit was dismissed on June 9, 2019.