Where’s The Keratin? L’Oreal/Matrix Hair Line Falsely Advertised – Lawsuit
This article was originally published in The Rose Sheet
Following a complaint filed in late January, L’Oreal will be defending labeling and advertising for Matrix Biolage Keratindose hair-care line in New York’s Southern District, the same court where claims and safety for a Soft Sheen-Carson hair relaxer are being challenged in a separate class action. Plaintiffs in the Keratindose suit allege the line is deceptively marketed because formulas contain no actual keratin.
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L’Oreal USA is in Phase II expert discovery in a certified class action alleging that the absence of keratin in its Matrix Biolage Keratindose hair-care line misleads consumers. Now the firm faces similar allegations, also in New York’s Southern District, about a L’Oreal Paris Keratin Caring range.
Plaintiffs scored class certification Aug. 15 in their false advertising suit against L’Oreal USA and its Matrix Essentials professional hair-care subsidiary, alleging that despite labeling and advertising cues, Biolage Keratindose hair products contain no keratin. Defendants’ motion to dismiss was largely denied in late 2017.