Dove class action lawsuit overview:
- Who: A consumer filed a class action lawsuit against Unilever United States Inc.
- Why: The plaintiff claims Unilever misleads consumers about the collagen content in its Dove Vitality Renewal Firming Body Wash.
- Where: The Dove body wash class action lawsuit was filed in New York federal court.
A new class action lawsuit accuses Unilever of falsely advertising its Dove Vitality Renewal Firming Body Wash as containing collagen.
Plaintiff Lillian Fitzgerald claims that the product’s label prominently displays “4% Restoring Serum with Collagen,” leading consumers to believe it contains genuine collagen.
According to the class action lawsuit, the ingredient list reveals that the body wash contains only “Vegetable Collagen,” a plant-derived substitute. It further argues that collagen is a structural protein found exclusively in humans and animals, not in plants.
Fitzgerald claims that Unilever’s marketing materials reinforce this misleading claim, with online listings and product descriptions suggesting the body wash is formulated with added collagen.
Unilever’s alleged deception is further underscored by the fact that other comparable cosmetics do contain genuine animal-derived collagen, the lawsuit says.
Misled consumers paid a premium price, Dove class action claims
The Dove body wash class action lawsuit argues that Unilever’s misleading advertising has resulted in consumers paying a premium for a product that does not deliver the promised benefits of collagen.
Fitzgerald claims she purchased the Dove body wash online in July 2025, relying on its advertised collagen content. She says she would not have bought the product, or would have paid less for it, had she known it did not contain genuine collagen.
The class action complaint asserts claims for violations of state consumer protection laws, breach of express warranty and unjust enrichment.
Fitzgerald is seeking to represent a class of consumers who purchased the Dove Vitality Renewal Firming Body Wash in New York and 30 other states, plus the District of Columbia. She demands a jury trial and seeks damages, including statutory and punitive damages, restitution and disgorgement, and attorneys’ fees and costs.
In other allegations of false advertising, California consumers are suing Dove over claims its Sensitive Hypoallergenic Body Wash is not hypoallergenic.
What do you think about these latest allegations made against Dove? Join the discussion in the comments.
Fitzgerald is represented by Adrian Gucovschi and Nathaniel H. Sari of Gucovschi Law Firm PLLC.
The Dove class action lawsuit is Fitzgerald v. Unilever United States Inc., Case No. 1:26-cv-01488, in the U.S. District Court for the Northern District of New York.
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