Class Action Lawsuit Claims Tom’s of Maine ‘Unscented’ Deodorant Contains Fragrance Ingredient

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A proposed class action lawsuit alleges that Tom’s of Maine ‘Unscented’ deodorant is falsely advertised since the product contains fragrance derived from lemongrass oil.

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The 19-page false advertising lawsuit claims that Tom’s of Maine has attempted to capitalize on consumers’ interest in unscented skincare and hygiene products by “prominently and unambiguously” advertising that its “Unscented” deodorant is fragrance-free. However, the suit says that Tom’s of Maine discloses only in the fine-print ingredients list on the product’s back label and online that the deodorant contains Cymbopogon flexuosus oil, also known as lemongrass oil, a potentially irritating fragrance ingredient.

The complaint relays that Cymbopogon flexuosus oil, which has a strong, earthy scent, poses a risk of skin irritation ranging from redness, itchiness and “breakout-like” rashes to less noticeable effects such as a weakened skin barrier. Products with fragrances are also potentially irritating for people with allergies, respiratory disorders or other sensitivities, the filing notes.

The case asserts that Tom’s of Maine has used sophisticated marketing to induce consumers to purchase the deodorant at a price premium, highlighting that consumer demand for natural, gentle unscented products has grown drastically in recent years.

According to the filing, because the deodorant is conspicuously labeled “unscented,” reasonable consumers are unlikely to detect the inclusion of fragrance at the end of the fine-print ingredients list found on the product’s back label.

Moreover, although the Tom’s of Maine website acknowledges that the purportedly unscented deodorant contains Cymbopogon Schoenanthus oil, consumers may not understand that the ingredient, which is functionally equivalent to Cymbopogon flexuosus oil, is a fragrance compound. Additionally, Tom’s of Maine fails to disclose on its website that the oil’s primary purpose is to provide fragrance, the lawsuit says.

The Tom’s of Maine class action lawsuit looks to cover all individuals in the United States who purchased the product for personal or household use during the four years preceding the date of the filing of this complaint to the time a class is notified.

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