SheaMoisture class action lawsuit overview:
- Who: A consumer filed a class action lawsuit against Sundial Brands LLC.
- Why: The plaintiff claims Sundial Brands falsely advertised its SheaMoisture products as being made entirely with virgin coconut oil.
- Where: The SheaMoisture class action lawsuit was filed in California federal court.
A new class action lawsuit claims Sundial Brands falsely advertises its SheaMoisture products as being made entirely with virgin coconut oil.
Plaintiff Ruffina Yuryeva filed the class action complaint against Sundial Brands on June 11 in California federal court, alleging violations of state consumer laws.
According to the class action lawsuit, Sundial Brands falsely markets its SheaMoisture hair, personal and baby care products as containing “100% Virgin Coconut Oil” on their front labels, misleading consumers into thinking that virgin coconut oil is the exclusive or predominant ingredient.
The lawsuit claims that this representation is false, as the products contain multiple other ingredients and coconut oil is not the main component.
Yuryeva says she purchased a SheaMoisture Moisture & Smooth Conditioner in Los Angeles, California, relying on the “100% Virgin Coconut Oil” label. She claims she would not have bought the product or would have paid less for it had she known the truth about its ingredients.
SheaMoisture allegedly violates state consumer protection laws
Yuryeva’s lawsuit argues that Sundial Brands’ labeling practices are misleading and violate California’s Consumers Legal Remedies Act, False Advertising Law and Unfair Competition Law.
The class action lawsuit further claims that the company’s labeling allows it to charge a premium price for the products, which are marketed as natural, plant-based and containing premium ingredients.
“Consumers purchase SheaMoisture products, and pay a price premium for them, because the ‘100% Virgin Coconut Oil’ signals a premium prominent ingredient,” the SheaMoisture class action says.
Yuryeva seeks to represent a class of all consumers who purchased the SheaMoisture products in California during the applicable limitations period.
She is suing for violations of California’s consumer protection laws and breach of express warranty and is seeking certification of the class action, damages, restitution, disgorgement and injunctive relief.
In other skincare news, Conopco, a Unilever subsidiary, is facing allegations it falsely advertised its Dove Sensitive Hypoallergenic Body Wash as hypoallergenic.
What do you think of the claims made in this SheaMoisture class action lawsuit? Let us know in the comments.
The plaintiff is represented by Leon Ozeran of The Law Offices of Leon Ozeran.
The SheaMoisture class action lawsuit is Yuryeva v. Sundial Brands LLC, Case No. 2:26-cv-06387, in the U.S. District Court for the Central District of California.
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