Kylie Cosmetics class action overview:
- Who: Plaintiff Myesha Crooks filed a class action lawsuit against Coty DTC Holdings LLC (doing business as Kylie Cosmetics).
- Why: Crooks alleges the company sends marketing emails with subject lines promising “free gifts” without disclosing that a minimum purchase is required.
- Where: The Kylie Cosmetics class action lawsuit was filed in Maryland state court.
A new class action lawsuit alleges that Kylie Cosmetics deceptively markets “free” items in email subject lines to entice Maryland consumers to open messages and make purchases.
Plaintiff Myesha Crooks filed the complaint on Oct. 6, 2025, alleging the company’s email marketing practices violate the Maryland Commercial Electronic Mail Act (MCEMA).
According to the complaint, Kylie Cosmetics frequently sends emails with subject lines such as “don’t miss your free gift” or “2 FREE gifts”. The lawsuit claims these subject lines falsely imply the gifts are unconditional and provided at no cost.
Instead, the Kylie Cosmetics class action claims the “free” nature of the offers is only revealed to be contingent on a qualifying minimum purchase once the recipient opens the email or reads the fine print.
The proposed class action lawsuit seeks to represent all Maryland residents who, within the past three years, received a marketing email from the defendant promising a “free gift” or “free item” without disclosing purchase requirements or conditions in the subject line.
Kylie Cosmetics accused of violating Maryland email law
Crooks alleges that the company’s interface and marketing tactics are designed to drive engagement through omission.
The plaintiff points to specific emails sent in 2024 and 2025 that promised “2 FREE cosmic gifts” or a “FREE lip kit” yet required the consumer to spend a specific dollar amount to receive them.
The complaint argues that while the company has previously included purchase requirements in subject lines — such as “Free Holiday Ornament with any $40+ purchase” — it knowingly omitted these details in other campaigns to “clog” inboxes with false information.
The class action lawsuit asserts that Kylie Cosmetics has a direct incentive to use these misleading subject lines to induce consumers to consider purchases they might otherwise ignore. Under the MCEMA, recipients of such emails may be entitled to statutory damages of $500 per violation.
Crooks, a Baltimore resident who has received hundreds of emails from the brand since 2023, claims she can no longer distinguish between truthful information and “spam” designed to spur a purchase.
The plaintiff alleges violations of the MCEMA and is seeking class certification, statutory damages and attorneys’ fees.
Currently, Ulta Salon, Cosmetics & Fragrance Inc. is facing a similar lawsuit alleging the company sends emails offering “free gifts” without disclosing required conditions, such as minimum purchase amounts.
What do you think of the allegations made in this Kylie Cosmetics class action lawsuit? Let us know in the comments.
The plaintiff is represented by Cory L. Zajdel and David M. Trojanowski of ZLAW LLC.
The Kylie Cosmetics class action lawsuit is Crooks v. Coty DTC Holdings LLC, Case No. C-24-CV-25-008407, in the Circuit Court of Maryland for Baltimore City.
Don’t Miss Out!
Check out our list of Class Action Lawsuits and Class Action Settlements you may qualify to join!
Read About More Class Action Lawsuits & Class Action Settlements:
