Dove class action alleges retinol body wash doesn’t provide advertised benefits

Dove retinol body wash class action overview:

• Who: A consumer filed a class action lawsuit against Unilever United States Inc.
• Why: The plaintiff claims Unilever falsely advertises that its Dove retinol skin cleansers provide the benefits of retinol.
• Where: The class action lawsuit was filed in New York federal court.

A new class action lawsuit alleges Unilever falsely advertises that its Dove retinol skin cleansers provide the benefits of retinol.

Plaintiff Rozaliya Ripa filed the class action complaint against Unilever United States on Dec. 3 in New York federal court, alleging violations of state and federal consumer laws.

Retinol is a vitamin A derivative widely used in cosmetic skin products for its potential anti-aging properties. However, Ripa claims Unilever’s retinol skin cleansers, sold under the Dove brand, do not deliver these benefits because they are rinsed off immediately after application.

“Unilever exploits consumers’ perception of the benefits of retinol and consumers’ lack of knowledge about how retinol works,” the Dove class action lawsuit says.

Dove retinol products are ineffective due to short contact time, lawsuit alleges

Ripa argues that for retinol to be effective, it must remain on the skin for an extended period to undergo a biological conversion to retinoic acid. 

The Dove retinol body wash products, which include body wash, body cleanser and body polish, are designed to be washed off immediately, preventing this conversion and rendering the retinol ineffective, she says.

“Washing off retinol moments after application means the retinol will not and cannot provide the advertised benefits,” the Dove class action lawsuit states.

Ripa also claims that even if the retinol could be effective in a rinse-off product, it must be properly packaged, shipped and stored to maintain its efficacy. She argues that Unilever fails to meet these conditions, resulting in products that are ineffective by the time they reach consumers.

Ripa is looking to represent anyone who purchased one or more of the Dove retinol body wash rinse-off cleansers in the United States. She is suing for violations of New York consumer laws and unjust enrichment and is seeking certification of the class action, damages, fees, costs and a jury trial.

Unilever is facing another class action lawsuit claiming its Vaseline Baby Healing Jelly is marketed as hypoallergenic despite containing fragrance chemicals that can cause allergic reactions.

What do you think of the allegations made in this Dove body wash class action lawsuit? Let us know in the comments.

The plaintiff is represented by Timothy G. Blood, Thomas J. O’Reardon II and James M. Davis of Blood Hurst & O’Reardon LLP and Yitzchak Kopel of Bursor & Fisher P.A.

The Dove class action lawsuit is Ripa v. Unilever United States Inc., Case No. 1:25-cv-10028, in the U.S. District Court for the Southern District of New York.

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