Dove class action claims body wash falsely advertised as ‘hypoallergenic’

Dove class action lawsuit overview:

• Who: Three consumers are suing Conopco Inc.
• Why: The plaintiffs claim the company falsely advertises its Dove Sensitive Hypoallergenic Body Wash as “hypoallergenic.”
• Where: The Dove body wash class action lawsuit was filed in California federal court.

A new class action lawsuit accuses Conopco of falsely advertising its Dove Sensitive Hypoallergenic Body Wash as hypoallergenic.

Plaintiffs Debra Mills, Jesse Montano and Eileen Aviles filed the class action complaint against Conopco on May 8 in California federal court, alleging violations of state and federal consumer laws.

According to the lawsuit, Conopco sells Dove Sensitive Hypoallergenic Body Wash that prominently claims to be hypoallergenic on the front of its packaging.

The Dove class action lawsuit argues allergen-related contact dermatitis affects 20% of the population, and consumers increasingly seek out and rely on terms like “hypoallergenic” when making purchasing decisions about personal care products.

The lawsuit claims Conopco has been able to sell the body wash to “hundreds of thousands of unsuspecting consumers” throughout California and the United States due to its false and misleading labeling.

Dove is a personal care brand owned by Unilever and marketed in the United States through its subsidiary, Conopco.

Dove ‘hypoallergenic’ body wash allegedly contains fragrance allergen

Plaintiffs in the Dove class action lawsuit say they commissioned independent analytical testing of the body wash and discovered that it contains d-Limonene, one of the 26 recognized fragrance allergens — originally compiled by the European Union but also recognized by the U.S. Food and Drug Administration (FDA).

They say the body wash does not list any known allergen by name but does include “fragrance” among its ingredients.

The American Academy of Dermatology has recognized fragrances as a common skin irritant, source of allergens and a leading cause of allergic contact dermatitis, the lawsuit says.

The FDA has similarly acknowledged that many cosmetics and personal care products may contain hidden allergens within their dyes, preservatives and, as is the case here, fragrances, the plaintiffs say.

The inclusion of a known fragrance allergen directly contradicts Conopco’s voluntary claim that its product is hypoallergenic, thereby rendering it false and misleading, the class action lawsuit alleges.

The plaintiffs are looking to represent anyone in California who bought the body wash during the applicable class period, and anyone who bought it in the United States during the applicable class period.

They are suing for breach of warranty and violations of California business laws. The plaintiffs are seeking certification of the class action, damages, fees, costs and a jury trial.

Meanwhile, a separate lawsuit filed against Unilever accuses it of falsely advertising that Dove retinol skin cleansers provide the benefits of retinol.

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

The plaintiffs are represented by Michael D. Braun of Kuzyk Law LLP.

The Dove class action lawsuit is Mills, et al. v. Conopco Inc., Case No. 4:26-cv-04286, in the U.S. District Court for the Northern District of California.

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