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A quick look at the ingredient lists on Suave Naturals products reveals they’re not “natural” at all, according to a false advertising class action lawsuit.
Plaintiff Craig Hain is taking on defendant Conopco Inc., which does business under the name Unilever. He says Unilever’s Suave Naturals line of personal products is falsely labeled and over-promoted to deceive consumers into thinking they contain all-natural ingredients, when in fact they include ingredients that can’t reasonably be considered natural.
“Conopco engaged, and continues to engage, in a widespread, uniform marketing campaign using the Product packaging to mislead consumers about the nature, quality, and/or ingredients in Suave Naturals,” Hain claims.
Among the allegedly synthetic ingredients in these Suave Naturals products are sodium laureth sulfate, ammonium chloride, tetrasodium EDTA, methylisothiazolinone, and methylchloroisothiazolinone, according to the lawsuit.
“These synthetic ingredients are not mere trace ingredients within the Products,” Hain claims. “After water, synthetic ingredients comprise the overwhelming majority of the Products’ composition.”
Despite the presence of these allegedly synthetic ingredients, Hain claims, the labeling for Suave Naturals is designed to deceive consumers into expecting an all-natural product. He takes issue with the overall nature of the labeling on Suave Naturals products, not just the use of the word “Naturals.”
That labeling includes assertions that the products are “infused with” certain natural-sounding ingredients, most of which are plant products like lavender and coconut extract. The labeling uses other language like “Rainforest Fresh,” “Waterfall Mist” and “Everlasting Sunshine” that evokes images of natural scenes.
The labels at issue also display colorful images of flowers, fruits, nuts, and other botanical products. Hain includes several copies of these images as attachments to his Suave Naturals class action lawsuit.
Hain argues that by emphasizing the ideas of natural ingredients, this labeling helps distract consumers from the allegedly synthetic ingredients contained in Suave Naturals products.
As a result, Unilever fails to deliver the product that consumers have reasonably been led to expect. He alleges that each proposed Class Member has been economically harmed by paying a premium for a product that is actually worth significantly less.
Hain lists 42 different shampoos, conditioners, lotions and body washes, all sold under the Suave Naturals brand. More Suave Naturals products could be implicated, Hain says, depending on what evidence reveals in the course of discovery.
This Suave Naturals false advertising class action lawsuit raises claims for fraud, breach of warranty, and violation of California and New York consumer protection statutes.
Hain seeks to represent a nationwide plaintiff Class that would include all persons who purchased Suave Naturals products within the applicable statutory limitations period. He also proposes two subclasses consisting of Class Members from California and New York.
He seeks an award of compensatory and punitive damages, restitution and disgorgement, and reimbursement of court costs and attorneys’ fees. He also seeks a court injunction barring Unilever from continuing the allegedly deceptive advertising at issue here.
Hain’s attorneys are Yeremey O. Krivoshey, L. Timothy Fisher, Joel D. Smith, Thomas A. Reyda and Scott A. Bursor of Bursor & Fisher PA.
The Suave Naturals False Advertising Class Action Lawsuit is Craig Hain v. Conopco Inc., Case No. 2:17-cv-03656, in the U.S. District Court for the Central District of California.
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523 thoughts onSuave Naturals Class Action Says Shampoos Are Anything but ‘Natural’
I have you Sauve Shampoo and Conditioners for years.I recently changed to the Sauve Natural. My hair has thinned out and dry. I had no idea my shampoo was causing my hair loss. I’ve always had very thick hair. I’ve had it cut changed shampoo but it is still thin and damaged. Can I be added the suit.
can you add me? I used to use it but stopped ! my hair was also coming out. and NOW i KNOW WHY
Can you add me to class action
Can people get added to this class action? My wife has used it for years. While using it her hair was falling out. She has stopped and has some unused shampoo. She used the Suave professionals almond + Shea butter. Advertised with 100% natural almond + Shea butter.
Im 25 years old with no hair on top just bits. My ex used this producted for shampoo and conditioner, right now the only people that i know is balding is my grandpa. He informed me that his hairless did not start at an early age. Im not a stressful person so i ruled out stress balding and blamed it on genetics getting stronger. Until one day i came across a post where i seen there are others loseing hair. Using similar shampoo and conditioner. There is to many people claiming the same thing for it not to be investigated yet. If y’all ever start the process reply to my message. From there i will provide you with a way of contact so i may talk to a lawyer.
I just recently purchased this brand. I had never used Suave before. I.have had extreme scalp itch end huge flakes of dry skin fall from my scalp. the only thing that gave me relief was spraying peroxide on my scalp. Please include me in the lawsuit.
Try using real aloe vera on your scalp or even real coconut oil
please add myself and my son Gregory Brewer because we have been using the products for years and could not explain our hair loss and thinning hair thank you
I’ve always used Suave products! I’m having to buy special things to get hair unclogged from the drain. I just thought I was losing my hair for other reasons. Wow! Why haven’t I heard anything about this lawsuit? How do I sign up for information on it. My scalp is always sore and very dry. I also use the conditioner.
I also have a great amount of hair loss. I had to get 4″ cut off do to thinking and hair is still breaking off. I have thinking areas at front of head and still have a few sores on the crown if my head. I called to make a report with the company and the reimbursed me for the shampoo and conditioner and paid for the hair cut. They told me that they have not had any other complaints with the products.
I got 6” cut off of mine because it was so thin looking and it’s still breaking off. It’s looks burned and I can’t do anything with it.
I have the same problem..my kids and I have used this product for 10 year. I had to cut my long hair to a short style I was losing so my hair at a rapid rate. I went to my doctor thinking it was a health issue..it was not..now i have an area that is very thin. My long thick hair is gone and now I know the cause.