Estée Lauder hit with privacy suit over alleged use of unauthorized tracking pixels

Estée Lauder class action lawsuit overview:

• Who: Plaintiff Taajudin Elmarouk filed a class action lawsuit against Estée Lauder Inc.
• Why: Elmarouk claims Estée Lauder failed to obtain consent from consumers prior to collecting their data with tracking software.
• Where: The class action lawsuit was filed in California federal court.

A new class action lawsuit accuses Estée Lauder of failing to obtain consent from consumers prior to collecting their data with tracking software on its website.

Plaintiff Taajudin Elmarouk claims Estée Lauder installed tracking software on its website without providing adequate notice to consumers or obtaining their informed consent.

“Defendant surreptitiously installs and operates tracking software on the website without providing users with adequate notice or obtaining their informed consent,” the Estée Lauder class action lawsuit says.

Elmarouk argues Estée Lauder “knowingly” enabled third-party technologies that function as unlawful pen registers and/or trap and trace devices to capture detailed information about users’ electronic communications, such as Internet Protocol addresses, session data, clickstream activity and form inputs, in real time.

The Estée Lauder class action lawsuit alleges the company’s website is equipped with third-party tracking technologies operated by Amazon Ads, Microsoft, Pinterest, Snapchat, TikTok and Tealium, among others.

Estée Lauder violated California privacy law, class action claims

Elmarouk seeks to represent a California class of consumers who claim their browser was subject to installation, execution, embedding or injection of tracking software by Estée Lauder’s website during the relevant statute of limitations period.

The Estée Lauder class action lawsuit claims the company is guilty of violating the California Invasion of Privacy Act. Elmarouk demands a jury trial and requests declaratory and injunctive relief and an award of statutory damages for himself and all class members.

Estée Lauder was previously sued over allegations that it illegally collected and used customers’ facial data through its virtual try-on tool, but the class action lawsuit was later dismissed by an Illinois federal judge.

Have you ever visited Estée Lauder’s website? Let us know in the comments.

Elmarouk is represented by Reuben D. Nathan of Nathan & Associates APC and Ross Cornell of the Law Offices of Ross Cornell APC.

The Estée Lauder class action lawsuit is Elmarouk v. Estee Lauder Inc., Case No. 3:25-cv-10938, in the U.S. District Court for the Northern District of California.

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