Deva Concepts, LLC faces yet another proposed class action alleging the company has falsely and misleadingly advertised its DevaCurl line of products as “free of harsh ingredients” and safe for curly-haired users.
Echoinga number of previous cases, the 22-page suit out of California alleges that despite Deva Concepts’ rosy advertising claims, its “No-Poo” and “Low-Poo” line of conditioning cleansers, gels, styling creams and skin masks contain several ingredients that are “known allergens, irritants, or otherwise harmful to humans.” The case claims, for instance, that the defendant’s No-Poo original conditioning cleaner contains propylene glycol and cocamidopropyl betaine, both known allergens.
According to the lawsuit, propylene glycol and cocamidopropyl betaine are just two of the harmful ingredients included in DevaCurl products. The case claims the defendant’s products also include phenoxyethanol, Laureth-4, VP/VA copolymer, and Ceteareth-20, as well as a generalized “fragrance” that the suit says can typically be found in products that include artificial or harmful chemicals for such.
Further, the lawsuit argues Deva Concepts has failed to adequately disclose that its products come with a safety risk linked to ordinary use. Mirroring prior lawsuits against the company, the complaint claims many DevaCurl users have experienced hair loss, hair damage, excessive shedding, balding and scalp irritation.
The plaintiff claims that as a result of Deva Concepts’ “unfair and deceptive advertising and manufacturing practices,” consumers have overpaid for products under the false impression that they were safe for cosmetic use and could provide the advertised benefits. According to the complaint, the plaintiff and similarly situated consumers would not have bought, or would have paid less for, the products absent the defendants’ label and advertising representations.
The case looks to cover any consumer in the United States who bought one or more of the defendant’s DevaCurl hair care products within the last four years.