Recently, according to report, a new class action lawsuit has been filed against MAC Cosmetics, accusing the beauty giant of illegally collecting and using consumers’ facial recognition data in violation of Illinois’ Biometric Information Privacy Act (BIPA).
The suit, brought by plaintiff Fiza Javid, alleges that MAC uses live-video try-on technology in its stores and on its website to scan and capture consumers’ geometric facial data without obtaining informed consent. Javid seeks to represent two proposed classes: one for in-store shoppers and another for online consumers, both of whom were allegedly subjected to the technology without being informed that their biometric information was being collected.
According to the complaint, MAC’s live try-on feature — designed to show how makeup products might look on an individual’s face — unlawfully records, stores, and uses biometric identifiers. The filing claims the company not only fails to notify consumers of this data capture, but also does not publish a policy regarding how such sensitive information is stored or destroyed, as required by BIPA.
Javid is demanding a jury trial and seeks statutory damages of $5,000 for each reckless violation of the law, as well as fees, costs, and additional relief.
The case follows a broader trend of biometric privacy lawsuits targeting beauty and personal care brands. In April, Living Proof Inc. faced a similar class action suit alleging the illegal collection and storage of Illinois residents’ biometric data without consent.
