Juice Organics Class Action Challenges ‘Repairing’ Hair Care Products

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Juice Organics has been hit with a class action alleging the company falsely advertises various hair products as able to repair damaged hair.

Plaintiff Judith Rodriguez alleges in her class action lawsuit that even though the “Repairing” line of products sold by Juice Organics contain no ingredients that could possibly repair damaged hair, the company markets the products as repairing.

Rodriguez says she decided to purchase Juice Organics Repairing hair products on Amazon after reading advertisements from the company that said the products could repair damaged hair. However, the plaintiff claims the products did not work as advertised and she lost money.

She also alleges that had she known the products could not actually repair damaged hair she would have paid much less for them. Further, Rodriguez says she no longer trusts the brand’s advertising and will not purchase Juice Organics in the future unless changes are made that accurately reflect the ability of the products.

According to the Juice Organics class action, hair is composed of a family of proteins called keratin. Keratin is inorganic, “dead” matter that cannot be repaired once it is damaged, says the plaintiff. The most a product can do is create a temporary illusion of repair, because there is no way to repair damaged keratin proteins, the lawsuit states.

“While Defendant uniformly communicates to consumers that the Products can repair damaged hair, building this claim into the very name of its product line (‘Repairing’), the truth is that damaged hair cannot be repaired,” Rodriguez alleges.

Instead, the Juice Organics class action claims these “Repairing” hair products use a soy protein that temporarily fills in cracks in damaged hair, like putty filling in a cracked surface. The only way to get rid of damaged hair, say expert statements included in the complaint, is to cut it off.

Other companies that advertise hair care products readily admit that damaged hair cannot be repaired, says the plaintiff in her complaint. A common myth, cites Rodriguez, is that hair is a living tissue that can repair itself. But this is not true and hair cannot heal itself once “injured” except through regrowth at the scalp.

The idea that hair can be repaired is a widespread misconception, alleges the Juice Organics class action lawsuit. A misconception, that Juice Organics uses to falsely advertise their “Repairing” line of hair products to consumers who reasonably relied on their marketing, Rodriguez states.

The Repairing line of Juice Organics hair products named in this lawsuit include: Repairing Shampoo, Repairing Conditioner, Repairing Shampoo and Conditioner Bundle, Repairing Hair Mask, Deluxe Repairing Shampoo and Conditioner Travel Size Bundle, Deluxe Repairing Shampoo Travel Size, Deluxe Repairing Conditioner Travel Size, along with other Juice Organics hair care products that contain “Repairing” claims on the label.

The plaintiff seeks to represent a Class of consumers who purchased a hair product from Juice Organics’ “Repairing” line for personal use in New York. The plaintiff claims that Juice Organics’ marketing scheme violates New York state law and is fraudulent.

The plaintiff is seeking restitution and a court order requiring Juice Organics to disgorge all profit from the alleged false advertising.

The plaintiff is represented by C.K. Lee and Anne Seelig of Lee Litigation Group PLLC.

The Juice Organics Hair Product False Advertising Class Action Lawsuit is Rodriguez v. Juice Beauty Inc. d/b/a Juice Organics, Case No. 1:17-cv-05187, in the U.S. District Court for the Eastern District of New York.