in Newswire Published on August 28, 2026

Class Action Lawsuit Alleges SheaMoisture 100% Virgin Coconut Oil Products Falsely Advertised

Yuryeva v. Sundial Brands LLC

Filed: June 11, 2026 ◆§ 2:26-cv-06387

A lawsuit claims that certain SheaMoisture products are falsely represented as containing 100% virgin coconut oil as their sole or primary ingredient.

Defendant(s)

Sundial Brands LLC

Law(s)

California Unfair Competition Law California Consumers Legal Remedies Act California False Advertising Law

State(s)

California

Categories

False Advertising Beauty Class Action Lawsuit

A proposed class action lawsuit alleges that the claim of “100% Virgin Coconut Oil” on the front label of various SheaMoisture skin, hair and baby care products misleads consumers into believing that virgin coconut oil is the sole or predominant ingredient in the products.

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According to the 25-page lawsuit, Sundial Brands, LLC has deceived consumers into paying a premium price for the supposedly “100% Virgin Coconut Oil” SheaMoisture products when, in reality, coconut oil is “only a minor ingredient” in the products.

The filing alleges that coconut oil is instead listed as anywhere from the fifth to the twelfth ingredient in the products’ respective ingredients lists.

The products at issue in the lawsuit include the following:

SheaMoisture Baby Wash & Shampoo;
SheaMoisture Daily Hydration Shea Sugar Scrub;
SheaMoisture Daily Hydration Body Lotion;
SheaMoisture Daily Hydration Body Oil;
SheaMoisture Daily Hydration Body Wash;
SheaMoisture Baby Lotion;
SheaMoisture Daily Hydration Shampoo;
SheaMoisture Daily Hydration Conditioner;
SheaMoisture Daily Hydration Leave-In Treatment;
SheaMoisture Moisture & Smooth Shampoo; and
SheaMoisture Moisture & Smooth Conditioner.

The filing says that the issue could’ve been avoided with the addition of qualifying language such as “contains,” “made with” or “infused with” virgin coconut oil, as Sundial Brands has done with other ingredients in other products.

However, the suit argues that the company’s failure to include such language on its “100% Virgin Coconut Oil” products constitutes an illegal mislabeling of its SheaMoisture products, and that Sundial Brands has misled consumers in a way that affected their decision to purchase the products.

If consumers had been aware that virgin coconut oil was not a predominant ingredient in the products, they would have paid less for or not purchased the SheaMoisture products, the filing contends.

The SheaMoisture class action lawsuit seeks to represent anyone who, within the applicable statute of limitations period, purchased in California one or more SheaMoisture products with a “100% Virgin Coconut Oil” claim on the front label for personal, family or household use.

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