Recently, a new class action lawsuit has been filed against Mielle Organics LLC, accusing the hair care brand of misleading consumers with false “Made in USA” and “natural” product labels.
Mielle Organics acquired by P&G in 2023. The complaint, brought by plaintiff Sharon Allen on February 21 in a California federal court, alleges that Mielle Organics violated both state and federal consumer protection laws by marketing its products as domestically made and naturally sourced, despite containing synthetic ingredients and foreign-sourced components such as tea tree oil and coconut oil.
Allen claims that products like the brand’s popular Rosemary Mint Scalp & Hair Strengthening Oil are falsely advertised as offering benefits like hair growth and dandruff relief, despite a lack of scientific evidence to support these claims. The lawsuit argues that such marketing tactics deceive consumers into paying a premium for what they believe are higher-quality, American-made goods, while actually receiving products that do not meet those expectations.
Further, the complaint asserts that Mielle Organics’ marketing may qualify its products as unapproved new drugs under federal law, since they are promoted for treating or preventing disease without FDA approval.
Allen seeks to represent a California-based class of consumers who purchased Mielle Organics products labeled “Made in the USA” or “natural” within the past four years. The lawsuit demands damages, restitution, and an injunction to stop the company from continuing the allegedly deceptive practices.
This is not the first legal challenge for Mielle Organics. Last year, the company faced similar class action lawsuits, including allegations that its Rosemary Mint line caused hair loss and other adverse effects. Those lawsuits also criticized the company and its parent, The Procter & Gamble, for failing to adequately test their products for harmful ingredients.
