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Two consumers have filed a class action lawsuit alleging Tom’s of Maine deodorant contains ingredients that are not natural, despite being advertised as such.
Plaintiffs Anne de Lacour of Florida and Andrea Wright of California filed the lawsuit Thursday in New York federal court against Colgate-Palmolive Co. over its Tom’s of Maine all natural deodorant products.
Both plaintiffs say they were regular purchasers of Tom’s of Maine deodorants, believing the products contained all natural ingredients.
Specifically, the consumers state that they relied on the representations on the product labels, thinking that they were purchasing deodorants made with natural ingredients.
Had they known the deodorants contained synthetic and chemically processed ingredients and “not in fact natural,” they would not have purchased the products, the lawsuit states.
The lawsuit claims Tom’s of Maine advertises its personal care products as “natural,” but they contain “ingredients that are synthetic and highly chemically processed,” including sodium lauryl sulfate and glycerin.
Sodium lauryl sulfate and glycerin are listed as ingredients in many of Tom’s of Maine products including in its toothpaste, soaps, and lotion products, the lawsuit contends.
Sodium lauryl sulfate is a surfactant, detergent, and emulsifier that is sulfated and neutralized through chemical processing. Glycerin is an emollient, that according to the FDA, is a synthetic substance.
“Defendants’ representations that their Products are ‘natural’ are false and misleading because each of the Products contains at least one, and in most instances, several, ingredients that are synthetic or highly chemically processed,” the complaint states.
Wright and de Lacour take issue with Tom’s of Maine misleading and deceptive advertising practices, claiming the company plaster their deodorant products labels and website with claims and images related to the “natural” nature of the deodorant in order to capitalize on the growing market for natural products.
The plaintiffs seek to certify a nationwide Class of all purchasers of the Tom’s of Maine products on or after Sept. 24, 2015 as well as California and Florida subclasses.
They are asking the court to award damages in the form of “reimbursement of the premium Plaintiffs and the class members paid based on Defendant’ misrepresentations” along with equitable and injunctive relief.
This is not the first time Colgate-Palmolive’s Tom’s of Maine brand has been accused of misleading or false advertising.
In March 2015, eight plaintiffs brought a similar nationwide class action lawsuit against Tom’s of Maine alleging the company mislabeled certain beauty and personal care products, including deodorants, toothpastes, and lip balms as natural when they allegedly contained chemical products.
That false advertising class action lawsuit was later settled for $4.5 million, with Tom’s of Maine denying any wrongdoing.
The plaintiffs are represented by Joshua D. Arisohn, Scott A. Bursor, and Philip L. Fraietta of Bursor & Fisher PA.
The Tom’s of Maine Natural Deodorant Class Action Lawsuit is Anne de Lacour and Andrea Wright v. Colgate-Palmolive Co. and Tom’s of Maine Inc., Case No. 1:16-cv-08364, in the U.S. District Court for the Southern District of New York.
UPDATE: On June 2, 2017, Colgate-Palmolive Co. and its subsidiary Tom’s of Maine Inc. urged the federal judges overseeing their cases alleging improper labeling of “natural” products to stay the class action lawsuits until the U.S. Food and Drug Administration determines how the term “natural” can be used on food labels.
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41 thoughts onTom’s of Maine Class Action Challenges Deodorant’s ‘Natural’ Claims
Add me.
I use to use Toms a lot, I even recommended it to a friend of mine who was looking for a “natural” deodorant for his girlfriend. I suggested Toms, and literally the next week or so I bought their white “natural” deodorant and within a few hours my armpits started to itch really bad, then they started to burn, I then realized I was being chemically burned. I washed my armpits off which was quite painful. When I dried them, they were red . It took a week to heal, and during that time they remained red, sore, and my skin started to peel from my armpits. Glad but nit happy to see that I wasnt the only one. So tired of companies using the word “natural” to rake in the cash when their products absolutely are not. Same with their toothpaste, I just quit yesterday. I started developing burning mouth syndrome a few years ago and could not figure out why, doctor was puzzled top. Was it my diet, vitamins, nope, it turned out to be my damn Toms of Maine toothpaste! I didnt realize they changed ingredients after selling their company to colgate-palmolive, and now have sodium lauryl sulfate in their toothpaste!! Gross! Just because a product doesnt have artificial dyes and sweetners does not make your product natural!! FDA barely has time to regulate appropriote prescription med dosages based on peoples body weight and sex. How are they going to determin what natural means on a food label. Its pretty simple though, if you made something in a lab ITS NOT NATURAL!! Leave ingredients alone when you buy an all natural company, or notify the consumers when you change the ingredients especially when you add in harmful chemicals! Greed, plain and simple!
I am breaking out since I started to use Tom’s deodorant. Went to my primary care physician who referred me to a dermatologist. I have black spots all over my body.
How can I be part of the lawsuit. I bought TOMs deodorant due to their claim of it been natural.
The case is still moving through the courts and has not yet reached a settlement. Claim forms are usually not made available to consumers until after a court approved settlement is reached. We recommend you sign up for a free account at TopClassActions.com and follow the case. We will update the article with any major case developments or settlement news! Setting up a free account with Top Class Actions will allow you to receive instant updates on ANY article that you ‘Follow’ on our website. A link to creating an account may be found here: https://topclassactions.com/signup/. You can then ‘Follow’ the article above, and get notified immediately when we post updates!
UPDATE: On June 2, 2017, Colgate-Palmolive Co. and its subsidiary Tom’s of Maine Inc. urged the federal judges overseeing their cases alleging improper labeling of “natural” products to stay the class action lawsuits until the U.S. Food and Drug Administration determines how the term “natural” can be used on food labels.
I just broke out from Tom’s. That’s why I here. My husband broke out as well a few months ago.
I have never heard of the stuff to be honest with you, but, does it say that it is ‘Natural’ or “ALL” ‘Natural’. ? Maybe they put some low end chemicals in it to keep it from molding, for YOUR protection. Since most of it is Natural. Since a lot of people are trying to go with natural products these days, I am finding that you do have to add some of the bad to the good for your own safety, like in making shampoo or lotions so that they don’t mold. Not everything can be made completely all natural no matter how hard you try.
I started using this deodrant, and broke out immediately; making me suspicious there was something VERY UN-natural about Tom’s. Where do I sign up?!
The case is still moving through the courts and has not yet reached a settlement. Claim forms are usually not made available to consumers until after a court approved settlement is reached. We recommend you sign up for a free account at TopClassActions.com and follow the case. We will update the article with any major case developments or settlement news! Setting up a free account with Top Class Actions will allow you to receive instant updates on ANY article that you ‘Follow’ on our website. A link to creating an account may be found here: https://topclassactions.com/signup/. You can then ‘Follow’ the article above, and get notified immediately when we post updates!
I hit follow article and it brought me to a log on which I completed and then asked me if I wanted to start a class action suit. I am not sure I am going to get the follow ups. Can you check that?
Once you log in, be sure and go back to this article, and “Follow” it. That will allow you to receive updates!
I have used this for years. Very disappointed in a company that I trusted.
Whatever! I am so sick of people talking about what is totally natural and what isn’t. How about this, it is natural enough! At least it does not contain aluminum. And I will continue to buy it because it keeps me from getting musty!
How do we know it doesn’t contain aluminum? If they lie about it being all natural, they can lie about that. I have bought Toms proucts for years because I thought they were safe. I can’t wait to claim my refund from this lawsuit.