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Are ‘Natural’ Claims Equivalent To ‘All Natural’? Tarte’s $1.7m Settlement Offers Little Instruction

Executive Summary

Tarte admits no wrongdoing in its settlement with nationwide purchasers of its “high performance naturals,” and it put up little fight in order to minimize costs. Insight remains limited as to whether federal courts agree with plaintiffs that general “natural” claims on cosmetic products – as opposed to “all natural” or “100% natural” assertions – mean no synthetic ingredients at all.

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