Class action claims MAC Cosmetics illegally scans and uses facial recognition data in stores and online

MAC Cosmetics class action overview:

• Who: Plaintiff Fiza Javid filed a class action lawsuit against MAC Cosmetics Inc.
• Why: Javid claims MAC violated the Illinois Biometric Information Privacy Act (BIPA) by collecting consumers’ biometric data without their informed consent.
• Where: The MAC class action was filed in Illinois state court.

A new class action lawsuit claims Mac Cosmetics violated the Illinois Biometric Information Privacy Act by collecting consumers’ biometric data without their informed consent.

Plaintiff Fiza Javid claims MAC Cosmetics uses live-video try-on technology that scans and uses consumers’ geometric facial data without their informed consent.

Javid wants to represent two classes of consumers — one for in-store consumers and one for online consumers — who were allegedly illegally subjected to MAC’s live try-on technology.

The class action lawsuit claims MAC’s live try-on technology violates BIPA each time a sales associate uses the device to demonstrate how an individual may look wearing a particular product on its shelves.

The plaintiff argues MAC also deploys live try-on technology online that similarly scans, uses and stores consumers’ biometric data as it uses an interface to “apply” products to customers’ faces in a live-stream video.

MAC captures and collects biometric identifiers and information without ever obtaining informed consent from consumers, the MAC class action states.

MAC allegedly fails to inform consumers about biometric data collection

According to the class action lawsuit, MAC never informs consumers that the technology is capturing their personal identifying data or gets their permission to do so.

Javid claims MAC also fails to make public a policy governing its biometric data storage and destruction.

The plaintiff demands a jury trial and requests statutory damages of $5,000 for each reckless BIPA violation, fees, costs and equitable relief as deemed necessary.

In April, Living Proof Inc. faced a class action lawsuit alleging it illegally collected, stored and used biometric data from Illinois residents without their written consent.

What do you think of the claims made in this MAC class action? Let us know in the comments.

The plaintiff is represented by Karl Gwaltney of Maginnis Howard and Keith Keogh and Theodore Kuyper of Keogh Law Ltd.

The MAC Cosmetics class action lawsuit is Javid v. MAC Cosmetics Inc., Case No. 2025-CH-08774, in the Circuit Court of Cook County, Illinois, Chancery Division.

Read About More Class Action Lawsuits & Class Action Settlements:

• GM class action alleges Chevy Bolt EVs have defective batteries
• Nature’s Recipe dog food hit with class action lawsuit over preservative-free claim
• Ransomware attack hits Highlands Oncology, exposing over 113K patient info
• Minn. Attorney General sues TikTok over addictive algorithms targeting children, teens