Olay retinol cleanser class action claims products fail to deliver benefits

Olay retinol cleanser class action overview:

• Who: A group of consumers filed a class action lawsuit against Procter & Gamble Co.
• Why: The plaintiffs claim the company falsely advertises that its Olay retinol cleanser products deliver the benefits of retinol.
• Where: The Olay retinol cleanser class action was filed in California federal court.

A new class action lawsuit claims Procter & Gamble Co. (P&G) falsely advertises that its Olay retinol cleanser products deliver the benefits of retinol.

A group of five consumers filed the class action complaint against P&G on Jan. 22 in a California federal court, alleging violations of state and federal consumer laws.

Retinol is a vitamin A derivative widely used in cosmetic topical skin applications for its potential anti-aging properties, the Olay class action explains. Consumers purchase retinol products to reduce the appearance of fine lines and wrinkles, fade dark spots, prevent premature aging and maintain healthy skin.

However, retinol takes time to work, as it must undergo a complex biological conversion to its active form, retinoic acid, in the skin to impart these effects, the Olay class action says. 

To have any impact, retinol-containing products require long-term, consistent exposure to the skin and must be applied daily. Otherwise, these products do not provide the benefits of retinol.

The Olay class action claims P&G exploits consumers’ perception of retinol’s benefits and their lack of knowledge about how retinol works by deceptively advertising and selling retinol facial and skin cleansers that purport to deliver the benefits of retinol but are rinsed off right away, minimizing their contact time with the skin.

Product does not provide advertised benefits, lawsuit states

According to the lawsuit, the cleansers are intended to be used like soap, applied and then washed off. Washing off retinol within seconds after application means the retinol will not provide the advertised benefits.

Further, retinol is a relatively unstable chemical that must be properly packaged, shipped and stored to maintain its efficacy, the Olay class action states. P&G does not properly package, ship or store the retinol products, the plaintiffs allege. As a result, by the time a consumer purchases the products, the retinol is no longer active.

The Olay class action claims the retinol products at issue do not provide the skincare benefits associated with topically applied vitamin A.

The plaintiffs seek to represent anyone in the United States who purchased one or more of the retinol rinse-off cleansers. They are suing for violations of state and federal consumer laws and seek certification of the class action, damages, restitution and injunctive relief.

P&G produces a large number of household items and frequently faces class action lawsuits over aspects of those products. Click here for the latest lawsuits involving P&G products — from toilet paper, to tampons, to sleep aids.

What do you think of the claims in this Olay retinol cleanser class action lawsuit? Let us know in the comments.

The plaintiffs are represented by Timothy G. Blood, Thomas J. O’Reardon II and James M. Davis of Blood Hurst & O’Reardon LLP.

The Olay retinol cleanser class action lawsuit is Kobus, et al. v. The Procter & Gamble Co., Case No. 1:25-cv-00770, in the U.S. District Court for the Northern District of California, Eureka Division.

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