August 15, 2023 – Lawsuit Filed, Voluntarily Dismissed
Thank you to everyone who reached out about their experience with It’s a 10 products. A lawsuit was filed over the products in question, but has since been voluntarily dismissed by the plaintiffs. You can read up on the lawsuit and details of the dismissal here.
If you have questions about your legal rights or what options you have going forward, we encourage you to speak with an attorney. For information and resources on finding an attorney, this page has you covered. Head to this page for a list of active investigations.
At A Glance
This Alert Affects:
Anyone who purchased products from It’s a 10’s Potion 10 "Miracle" hair repair line.
What’s Going On?
A class action lawsuit has been filed alleging that these products have been falsely advertised in that they are incapable of repairing users’ hair. Attorneys believe consumers have been misled and should be given their money back.
How Could a Class Action Help?
A class action lawsuit could give consumers a chance to get their money back and force It’s a 10 Haircare to change the way its miracle hair repair products are advertised.
A lawsuit has been filed alleging that It’s a 10’s Potion 10 "Miracle" hair repair products have been falsely advertised in that they are incapable of repairing hair as promised.
The proposed class action suit claims the so-called "miracle" products contain no ingredients that would make them capable of repairing hair and, at best, only create a “temporary illusion” that the consumer’s hair has been “repaired.”
Attorneys believe consumers may have been tricked into paying a premium for “miracle” hair repair products that do not work as advertised and are owed their money back.
Which It's a 10 Products Are Affected?
The lawsuit mentions the following products, though others may be affected:
It’s A 10 Potion 10 Miracle Instant Repair Leave-In Conditioner
It’s A 10 Potion 10 Miracle Instant Repair Daily Conditioner
It’s A 10 Potion 10 Miracle Repair Daily Shampoo
It’s A 10 Potion 10 Miracle Repair Hair Mask Deep Conditioner
According to the proposed class action lawsuit, It’s a 10 – as a popular premium haircare brand – knows or should know that its Potion line cannot repair damaged hair, yet continues to advertise that the products are “excellent for repairing” and can “rebuild hair from the inside out.”
Hair Damage Is Permanent, Lawsuit Says
The lawsuit explains that hair damage is permanent, and that damaged hair can “only heal through new growth.” While the It’s a 10 Potion products can temporarily change the look and feel of damaged hair, “any benefits are merely cosmetic,” meaning they’re not actually doing anything to repair the underlying damage, the lawsuit claims.
While salon treatments can mend some hair damage, the suit says this requires “chemically altering the linkages between the keratin proteins” – something that can’t be done with over-the-counter products. Even with professional treatment, however, repairing hair to its original state “is still not possible,” according to the suit.
How Could a Lawsuit Help?
A successful class action lawsuit could give consumers a chance to get back some of the money they spent on these “miracle” hair repair products. It’s a 10 Haircare could also be forced to change the advertising and marketing surrounding this collection.