DevaCurl class action lawsuit overview:
- Who: Plaintiff Silvia Garcia filed a class action lawsuit against Henkel Corp, doing business as DevaCurl.com.
- Why: Garcia claims Henkel violated California law by advertising fictitious regular prices and corresponding phantom discounts for products sold on its DevaCurl website.
- Where: The DevaCurl class action lawsuit was filed in a California state court.
A new class action lawsuit claims Henkel Corp. violated California law by advertising fictitious regular prices and corresponding phantom discounts for products sold on its DevaCurl website.
Plaintiff Silvia Garcia claims Henkel’s alleged practice allowed the company to fabricate a fake reference price and present the actual price as discounted when it was not.
“The result is a sham price disparity that is per se illegal under California law,” the DevaCurl class action says.
Garcia wants to represent a class of consumers who purchased one or more of Henkel’s products from the DevaCurl website while in California within the statute of limitations period at a purported discount from a higher reference price.
Henkel intentionally used ‘deceptive pricing scheme,’ lawsuit claims
Garcia argues Henkel’s pricing and advertising practices were intended to mislead consumers into believing they were getting a bargain by buying products from the DevaCurl website at a substantial discount.
“The reference price is, therefore, an artificially inflated price. In turn, the advertised discounts are nothing more than phantom markdowns,” the lawsuit says.
Garcia alleges Henkel knew the prices for its products were fake and intentionally used them in its “deceptive pricing scheme” to increase sales and profits by misleading consumers to believe they were buying products at a substantial discount.
The plaintiff says Henkel is guilty of violating California’s False Advertising Law and Consumers Legal Remedies Act. She demands a jury trial and requests declaratory and injunctive relief and an award of statutory damages for herself and all class members.
In 2021, DevaCurl faced class action lawsuits alleging its products caused hair loss and scalp irritation. The plaintiffs asked a New York judge to approve a proposed $5.2 million settlement featuring $20 rebates and up to $19,000 awards for class members.
Have you ever purchased a product from the DevaCurl website? Let us know in the comments.
Garcia is represented by Scott J. Ferrell and Victoria C. Knowles of Pacific Trial Attorneys APC.
The DevaCurl class action lawsuit is Garcia v. Henkel Corp., Case No. 2:25-cv-03302, in the Superior Court for the State of California, County of Los Angeles.
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