This is a class action lawsuit of 10 alleges that the product does not repair hair as advertised
This is an overview of 10 class action lawsuits:
- Who: Woman sues It’s a 10 Haircare over its line of Potion 10 miracle repair products
- Why: She says the products don’t repair the hair as promised
- Where: Florida Federal Court
It’s a 10 Haircare sells a “Potion 10 Miracle Hair Repair Product Line” that falsely promises consumers it can repair hair, according to a new national class action lawsuit.
Plaintiff Terese Thomas filed the class action lawsuit against It’s a New 10, LLC on July 13 in federal court in Florida, alleging violations of state and federal consumer laws.
According to the complaint, the company claims to have “revolutionized the approach to hair care” by delivering results that people can see and experience.
On the front of every Potion 10 miracle hair repair product, the company consistently states that the products provide “instant miracle repair,” says Thomas.
This leads reasonable consumers to believe that the products repair hair instantly “when in fact the products don’t repair hair at all — instantly or otherwise,” she says.
“Unfortunately for the millions of consumers who want to repair their damaged hair, hair repair products cannot deliver the promised result.”
No Hair-Repairing Ingredient, Trial Says
The products don’t actually repair damaged hair, because there are no ingredients in the products that can do that, Thomas says.
Hair is primarily made up of a family of proteins called keratin, which is dead organic matter that cannot be repaired once damaged through the use of home treatments, she says.
At most, the products can only create the temporary illusion that the user’s hair has been repaired, according to the lawsuit.
“But for these misrepresentations, Plaintiff and Class Members would not have purchased the hair repair products on the same terms or at the same price.”
Thomas seeks to represent anyone in the United States who has purchased It’s A 10 hair care products from the Potion 10 “Miracle Repair” collection, as well as an underclass from Wisconsin.
She is suing under Wisconsin consumer laws and for breach of warranty and unjust enrichment. Thomas seeks certification of the class action, damages, fees, costs and a jury trial.
Meanwhile, OGX brand shampoos and conditioners marketed by Johnson & Johnson to nourish and straighten your hair actually contain a combination of ingredients that cause severe hair loss, a Class Action 2021 making his way through the court alleges.
Unilever is also facing class action lawsuits Pennsylvania, Illinois, New Jerseyand even in Canada following allegations that its TRESemmé Keratin Shampoo and Conditioner causes scalp irritation and hair loss.
For more on this topic, see our list of worst hair care products on the market, according to the class action lawsuits filed against them.
Have you had a problem with a hair care product? Let us know in the comments!
Plaintiff is represented by Milberg Coleman Bryson Phillips Grossman PLLC and Pearson, Simon & Warshaw, LLP.
The This is a new class action lawsuit of 10 is Terese Thomas c. It’s a New 10, LLCCase No. 1:22-cv-22149 in the U.S. District Court for the Southern District of Florida.
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