in Newswire Published on May 6, 2025

Class Action Suit Says Ingredients in Dove Men+Care, Love Beauty and Planet Products Not as ‘Naturally Derived’ as Advertised

Kent et al. v. Unilever United States, Inc. et al.

Filed: April 25, 2025 ◆§ 3:25-cv-03660

A class action lawsuit alleges the ingredients in certain Dove Men+Care and Love Beauty and Planet products are not as naturally derived as advertised.

Defendant(s)

Unilever United States, Inc. Conopco, Inc.

Law(s)

California Business and Professions Code California Consumers Legal Remedies Act

State(s)

California

Categories

False Advertising Fraud Beauty

A proposed class action lawsuit alleges the ingredients in certain Dove Men+Care and Love Beauty and Planet products are not as naturally derived as advertised.

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The products at issue in the 43-page lawsuit include shampoos, conditioners, body washes and skin creams labeled as containing specific proportions, generally between 90 and 97 percent, of naturally derived ingredients. Contrary to these representations, only around 80 to 85 percent of the ingredients in the Dove Men+Care and Love Beauty and Planet items are naturally derived, the case alleges.

The complaint accuses defendant Unilever United States, Inc. of falsely advertising the following products:

Love Beauty and Planet Vegan Silk Protein & Chamomile Shampoo;
Love Beauty and Planet Vegan Silk Protein & Chamomile Conditioner;
Love Beauty and Planet Vegan Biotin & Sun-Kissed Mandarin Shampoo;
Love Beauty and Planet Vegan Biotin & Sun-Kissed Mandarin Conditioner;
Love Beauty and Planet Vegan Keratin & Sun-Kissed Mandarin Shampoo;
Love Beauty and Planet Vegan Keratin & Sun-Kissed Mandarin Conditioner;
Love Beauty and Planet Argan Oil & Lavender Shampoo;
Love Beauty and Planet Avocado Oil Mango & Vitamin E Shampoo;
Love Beauty and Planet Coconut Water & Mimosa Flower Shampoo;
Love Beauty and Planet Murumuru Butter & Rose Shampoo;
Love Beauty and Planet Hemp Seed Oil & Nana Leaf Shampoo;
Love Beauty and Planet Charcoal & Bergamot Conditioner;
Love Beauty and Planet Watermelon & Hyaluronic Acid Plant-Based Body Wash;
Love Beauty and Planet Vanilla Bean & Hyaluronic Acid Plant-Based Body Wash;
Love Beauty and Planet White Peach & Aloe Vera Plant-Based Body Wash;
Love Beauty and Planet Kiwi & Peptides Plant-Based Body Wash;
Love Beauty and Planet Tea Tree and Vetiver Liquid Hand Wash;
Love Beauty and Planet Yuzu and Vanilla Liquid Hand Wash;
Love Beauty and Planet Watermelon & Mint Mojito Foaming Hand Wash;
Love Beauty and Planet Eucalyptus & Vetiver Hand Sanitizer Lotion;
Love Beauty and Planet Warm Vanilla & Coconut Body Cream;
Love Beauty and Planet Cherry Blossom & Tea Rose Body Cream;
Love Beauty and Planet Rice Oil and Angelica Essence Body Lotion;
Dove Men+Care Eucalyptus + Birch 2-in1 Shampoo & Conditioner;
Dove Men+Care Eucalyptus + Cedar Oil Plant-Based Body Wash; and
Dove Men+Care Sandalwood + Cardamom Oil Plant-Based Body Wash.

The filing claims that there is a significant overlap between the ingredients used in the Unilever products and that the items are predominantly composed of ingredients produced through industrial chemical processes.

For example, of the 20 ingredients listed in Dove Men+Care Eucalyptus and Birch 2-in-1 Shampoo and Conditioner, 14 are industrially manufactured chemicals, the suit alleges. Likewise, 10 of the 14 ingredients in the Love Beauty and Planet Vegan Silk Protein & Chamomile Conditioner are synthetic, including three of the top five by weight, the filing says.

“Many of the exact same ingredients are used in other skin products and are not—and never have been—considered ‘Naturally Derived,’” the Unilever lawsuit contends. “Even when these compounds can occur in nature (e.g., citric acid), they are not generally available from natural sources on the scale required for use in mass-produced products and instead created through industrial chemical processes for use in the Products.”

According to the case, Unilever intentionally has misrepresented its Dove Men+Care and Love Beauty and Planet products as “naturally derived” to trick consumers into thinking the items are more environmentally friendly and better for their hair or skin. The suit contends that consumers would have paid significantly less for the product, or not bought them at all, had they known Unilever illegally “greenwashed” its Dove Men+Care and Love Beauty and Planet products.

The lawsuit looks to represent all individuals in California who purchased any of the products listed above since April 25, 2021.

Did you know that some class action settlements require no proof to submit a claim? Check out the latest class action settlements.

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