Colgate’s Tom’s Of Maine Back In Federal Court Over ‘Natural’ Claims
Tom's natural claims on toothpastes and deodorants are false and misleading, a plaintiff alleges in a proposed class action filed in Massachusetts federal court. Similar to previous complaints against Colgate/Tom’s, the plaintiff’s case is premised on the contention that “natural,” as opposed to “100% natural,” means no synthetic ingredients.
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Beautycounter is among industry supporters of the Natural Cosmetic Act, introduced in the House on 5 October as the solution to greenwashing in the US personal-care sector.
Are ‘Natural’ Claims Equivalent To ‘All Natural’? Tarte’s $1.7m Settlement Offers Little Instruction
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.
Colgate asks federal courts in New York and California to stay class action litigation over “natural” claims for Tom’s of Maine until FDA rulemaking or guidance. Colgate says the cases are ripe for application of “primary jurisdiction doctrine” giving deference to FDA.