Tag: keratin

L’Oreal Class Action Lawsuit: Shampoo Doesn’t Contain Keratin

A L’Oreal class action lawsuit claims that the beauty giant’s shampoo and conditioner deceive customers into thinking they contain keratin.

According to plaintiff Tammy DeVane, the L’Oreal Paris EverSleek Sulfate Free Keratin Caring products are labeled, named, and advertised to trick reasonable customers.

The L’Oreal shampoo class action lawsuit claims that based on label representations, customers assume that the products contain keratin. However, the hair-nourishing ingredient is allegedly not present in the shampoo and conditioner. “Saying the products are ‘Keratin Caring’ when they contain no keratin, and repeating that representation with additional statements on the product labels and in a uniform advertising campaign, is unlawful,” DeVane claims. “Defendant’s mis-branding is intentional and renders the products less valuable, or even worthless.”

Keratin is a protein that naturally occurs in the hair, skin, and nails. The protein protects these parts of the body from damage and stress, creating a healthy, attractive appearance. Keratin is often used in hair care products due to its nourishing nature and many consumers look for keratin when purchasing shampoo and conditioner. L’Oreal allegedly takes advantage of the keratin reputation through marketing and advertising their “Keratin Caring” line in a deceptive way.

Product descriptions reportedly state that the Keratin Caring shampoo and conditioner “[care] for the essential protein and keratin that is found in hair.” These representations about the products’ keratin benefits are reportedly reflected in websites, promotional materials, and commercials. DeVane argues that L’Oreal heavily represents their products as containing keratin and that consumers trust the company’s advertisements. This reportedly results in consumers purchasing L’Oreal Keratin Caring shampoo and conditioner based on the belief that they contain keratin.

However, the L’Oreal class action states that because the products do not contain keratin, consumer purchases are proven to be worthless. DeVane claims that she and other customers would not have purchased the products if they had known that they didn’t contain keratin or would have paid less for the hair care products. “The absence of keratin and the failure of the EverSleek Keratin Caring Products to provide the claimed benefits of keratin leave no reason to purchase these products at all, since other proven and less­-expensive products exist,” the L’Oreal class action lawsuit states.

DeVane seeks to represent a Class of consumers who purchased L’Oreal EverSleek Keratin Care shampoo and conditioner. She also seeks to represent two sub classes of consumers from New York and Florida, respectively, who purchased EverSleek Keratin Care shampoo and conditioner. The L’Oreal class action lawsuit seeks actual damages, statutory damages, restitution, disgorgement, interest, court costs, and attorneys’ fees. DeVane and the proposed Class are represented by Taylor Bartlett and Caroline Hollingsworth of Heninger Garrison Davis LLC.

The L’Oreal Paris EverSleek Sulfate Free Keratin Caring Shampoo and Conditioner Class Action Lawsuit is DeVane v. L’Oreal USA Inc., Case No. 1:19­-cv­-04362, in the U.S. District Court for the Southern District of New York.

ClassAction.com filed a lawsuit against L’Oreal and Matrix

Always in trouble they are, in a industry were you have manufacturing deception and price gouging. It come to me this is the same old same old crap in my industry.  I was once told when I entered in the beauty its a ‘whore’s business”, or the beauty shows are “flea markets”. That was the best advice and description I could have ever have gotten. And as time has past in my 30 years I see nothing has or will change in my industry. Shop to you drop are the ‘Beauty Shows”. It’s all soap my friends with maybe a little oils, or fragrance. That”s all it is.  So as usual the manufacturers will say anything advertising wise to make a sell to you as the consumer and as to me the professional. I never fall for it anymore.  It has been a very long time since I have been to a “hair show – flea market” that I have lost my respect for the manufacturers. Also they are filled with “snake -oil” salesmen and saleswomen to be correct.  Buy this and buy that will be the first impression from them, I once did a documentary called ‘The real Hair Truth” and we had a few snake oil sales men in it. These are people who will go from company to company selling there “speal” to them for a paycheck. And offering there devotion to them for a few nickels. Most of them do it because of a over sized ego. And most of them there work looks no better than a beauty school drop out. But the manufacturers will place anything on a bottle or label.  Its makes no difference to them if they get caught they will pay penny’s on the dollars in civil court. big Deal, no worry’s maybe they will say a batch of products did not have the “SECRET INGREDIENTS”. MERELY A TECHNICAL GLITCH WITH THE FACTORY MACHINERY.

In the latest case of a company allegedly promising ingredients and benefits its products do not offer or contain, last week ClassAction.com filed a false advertising lawsuit against L’Oreal USA and Matrix Essentials over an array of hair products that appear not to contain the protein keratin.

The products cited in the complaint are the following:

  • Matrix Biolage Keratindose Pro-Keratin + Silk Shampoo
  • Pro-Keratin + Silk Conditioner
  • Pro-Keratin Renewal Spray

The 39-page complaint—filed in the Southern District of New York on January 26, 2017—states:

Through its uniform, nationwide advertising campaign… Defendants have led consumers to believe that their Keratindose Products actually contain keratin and will confer the claimed benefits of keratin to the consumer.

In reality, the Keratindose Products do not contain any keratin at all and are incapable of providing the claimed benefits of keratin to the consumer.

The complaint states that the products’ labels are “false, deceptive and misleading, in violation of the Federal Food Drug & Cosmetics Act and its parallel state statutes, and almost every state warranty, consumer protection, and product labeling law throughout the United States.”

The plaintiffs seek relief for damages, for the defendants to stop engaging in the deceptive advertising alleged in the complaint, and any other relief the Court deems just and proper.

Click on the link to download the file to read. Loreal_Matrix_Keratin_Lawsuit(1)

I am not surprised at all with the lawsuit, but what is surprising to me in my industry we have this so called organization called the “PBA” PROFESSIONAL BEAUTY ASSOCIATION.  THEY DO NOT SAY A PEEP ABOUT ANY OF THESE LAWSUITS OR DO ANY INVESTIGATING AT ALL. BECAUSE THEY ARE IN BED WITH THE MANUFACTURERS.  They tought themselves as the watch dawg’s for the beauty business. Basically if you join them they charge you $300.00 for membership and give you a 10% discount on a hair show.  I call them the Professional bullshit association. They do nothing for the professional but they will sure do a lot for the manufacturers. And anything to do with Licensureship, anything that will hurt the manufacturers schools or state boards they will jump on in a minute. Because if they reported the truth about the industry they would lose manufacturers dollars. They use that to sustain themselves. With out that they would be history. Good day everyone.

Trailer for the film, “The Beautiful Lies”

Pretty good reviews for all the Trailers for the film. ‘The Beautiful Lies”!
The Beautiful Lies (Official Trailer) – 48,888 views – 2 months ago By Andy Mathias
“The Beautiful Lies” (Official Trailer) – 44,043 views – 1 year ago By Mike Gottino
“The Beautiful Lies” (Official Trailer) – 44,043 views – 1 year ago By Mike Gottino
“The Beautiful Lies” (Official Trailer) – 40,612 views – 2 months ago By Paulo
Way to go to all three editors for the film!

The Beautiful Lies is a documentary about the cosmetic/beauty industry featuring the up’s and downs of entrepreneurship in a industry dominated by major manufacturers. This film also covers product labeling, product marketing,and deception of universal hair care, hair color and treatments that are sold to the consumer. We are showing the viewer the few great entrepreneurs of the beauty/cosmetic industry who still value their craft and the peaks and valleys they go through! Release date December 2013.

Joseph Kellner

Real Hair Truth – The lawsuits still keep coming to Unilever!

Fourteen women — including two from North Texas and one from Houston — are suing Unilever, the maker of a product they claim caused permanent damage to their hair. “It transforms frizzy, unmanageable hair into hair that’s sleeker and easier to style,” said the commercial for the Suave Professionals Keratin Infusion 30-Day Smoothing Kit, which is no longer being sold. Tonja Millet of Midlothian said the product did the opposite of what it promised. “It melted my hair,” she said. “The hair was sticky. I couldn’t comb it. It felt like sandpaper. It was just awful.”

Millet, 45, said her naturally straight hair would sometimes turn slightly frizzy in humid weather. So in February she decided to try the straightening product, hoping it would help tame frizz during a trip to the beach over spring break. “Instead of straightening and smoothing it, it acted like a perm and kinked it,” she said. “I just sat in the bathroom and cried. I didn’t know what to do. “Millet said she called the product’s consumer hotline to complain, and was told she probably used the product incorrectly. A few days later, she went to her salon, where her stylist told her her hair had been “chemically melted.” “So that day we cut off 10 inches,” Millet said.

When she began looking online for more information about the product, she said she found some people who said it worked, but more who said it damaged their hair. She discovered a Facebook page devoted to angry consumers, and there are multiple postings on YouTube. Millet is now part of a lawsuit filed against Unilever. Dallas attorney Amy Davis represents Millet and 13 other women. “What the complaint is alleging is that by using certain images and certain wording, that Unilever made consumers believe this was a product free of harsh chemicals, when we believe it wasn’t,” Davis said. “The complaint says women experienced hair loss to the point of visible bald spots, terrible breakage, discoloration… some of them had injury or burning to the scalp.”The complaint will not reach class action status, Davis said, because not all of the women experienced the same results.

Unilever said its practice is not to comment on ongoing litigation. But a spokesperson stressed that when Suave began to receive “a greater-than-expected number of complaints about the Suave Professionals Keratin Infusion 30-Day Smoothing Kit,”  the cmopany discontinued the product and recalled it from retail stores. That was in May.

“We found the number and degree of consumer complaints to be unacceptable,” a company spokeswoman said. But she stressed, “Overall, consumer complaints represented a small percentage of the product shipped into the marketplace. Many consumers enjoyed the product and had very positive results.” Millet said she’s cut 12 to 13 inches off her hair since trying the Suave product in February.

“At the beginning I was like, ‘I’m just gonna hide out for the next year so nobody will see my hair,'”  she said. “I certainly wish I’d never done it. I really regret it.” “It’s about accountability,” she said of the legal action. “They didn’t take it off the market for months, even after they knew there were hundreds —   possibly thousands — of women affected the way I was… or even far worse.”

If you may have had a similiar occurence with this product please feel free to email me at and let us know. We can help lead you to the proper officials and offer you hair care advice for your hair free of charge!  joseph@josephkellner.com

UNILEVER! Does Mis-labeling Mean Anything To You?

Well, Well , Well, here we go again in a multi-multi billion industry of deception and mis-labeling. Another coporate big wig is getting there due. Unilever is getting taken to court by Wasserman, Comden, Casselman & Esensten L.L.P. In a class action lawsuit. You can read as follows about the Lawsuit!

Suave Professionals Keratin Infusion 30 Day Smoothing Kit Investigation

Wasserman, Comden, Casselman & Esensten L.L.P. is currently investigating alleged false, deceptive, and misleading claims made by Unilever in connection with the company’s marketing of purported “Formaldehyde Free” Suave Professionals Keratin Infusion 30 Day Smoothing Kit (“Product”).

Unilever is one of the world’s leading suppliers of fast moving consumer goods. Unilever markets the Product under its wholly owned Suave brand name as a Keratin-based hair straightening product that is “an affordable at-home alternative” to professional salon treatments that’s “formaldehyde free.”

However, Unilever may not be able to substantiate its claims. In addition, Unilever may have failed to inform consumers that the Product contains a chemical known as “Tetrasodium EDTA,” which is mainly synthesized from formaldehyde. Unilever also may have failed to inform consumers that the Product contains a chemical preservative known as “DMDM Hydantoin,” which is an antimicrobial formaldehyde releaser with the trade name Glydant. Formaldehyde has been classified as a known human carcinogen (cancer-causing substance) by the International Agency for Research on Cancer and as a probable human carcinogen by the U.S. Environmental Protection Agency. An investigation is underway regarding Unilever’s marketing and advertising practices under the Suave brand name. Unilever states on there website that 160 million times a day, someone somewhere chooses a Unilever product. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life.

List of Unilever brands

  • Alberto-Culver
  • Axe
  • Becel
  • Blue Band
  • Domestos
  • Dove
  • Flora
  • Heartbrand
  • Hellmann’s
  • Knorr
  • Lifebuoy
  • Lipton
  • Lux (soap)
  • Lynx
  • Omo
  • Rexona
  • Simple
  • Sure
  • Surf
  • Sunsilk
  • TIGI (haircare)
  • Wall’s
  • Vaseline – This should be very interesting on the outcome of this lawsuit! I thought everyone would learn from this with the outcome of Brazialian Blowout!