Eco-Chic sells products at its Credo Beauty website that it advertises are “natural,” “100% natural,” or “100% plant derived”—but are their ingredients truly what the consumer expects from those word? The complaint for this class action claims they’re not.
Two classes have been proposed for this action.
Eco Health offers makeup and skin and hair care products that are purported to be safe, clean, eco-friendly, and otherwise ethical and healthy. It sells these at its stores and at its website, credobeauty.com.
The complaint quotes from the website as saying that the products “meet [its] high performance standard without compromising [consumers’] health…” However, the complaint alleges, the products at issue in this case are not 100% natural and contain non-natural ingredients (noted in parentheses):
Plaintiff Esther Cohen bought Rahua Shampoo and an Antonym Cosmetics Lipstick Pencil, the complaint says, because she has psoriasis and must be careful of what she uses on her skin. Unfortunately, it says, she discovered only later that some of the ingredients were not natural.
According to the complaint, after receiving notice of Cohen’s allegations, the company changed its website, which now says that the products “are either natural (formulated using plants), or made with a combination of safe/non-toxic synthetic ingredients combined with plants.” But the complaint charges that this still conceals the truth.
Take the example of Rahua Shampoo, which, the complaint claims, the website characterized as “100% natural” when Cohen bought it, but now claims is 100% plant derived. According to the complaint, the ingredient coco betaine is “a synthetic surfactant that is derived from coconut oil, but synthesized for cosmetic purposes.” Coco betaine, it claims, has been connected to irritation and allergic contact dermatitis, although it’s not known whether it’s the substance itself that irritates or impurities present in it after processing.
The complaint alleges that the company thus violates various state and federal laws against things like false advertising and consumer fraud.