Unilever United States, Inc. touts its Dove brand Deep Moisture Bodywash as containing “skin-natural nourishers” and being “microbiome gentle,” among other things. But does it really do anything for the skin’s microbiome? The complaint for this class action says it does not, and that it also cannot be called “natural.”
The class for this action is all those who live in Illinois who bought the product during the applicable statutes of limitations.
The website information for Dove defines the microbiome as “a community of billions of friendly living microorganisms, also known as skin flora[,] “an invisible eco-system that lives on the skin that’s working to keep it healthy and in good condition.”
The back of the Dove product bottle says, “Our moisturizing and microbiome gentle formula provides instant softness and lasting care for your skin.”
The advertising for the product also points to the skin’s microbiome:
- “Start your year with a health microbiome[.]”
- “Your microbiome is a protective layer that helps keep skin healthy, moisturized and resilient. Wash gently and revitalize skin with microbiome-gentle Dove[.]”
- “What you eat isn’t the only thing that may affect your skin’s microbiome—skin’s living protective layer.”
The complaint alleges, “Consumers understand these claims to mean the Product goes beyond cleansing and moisturizing skin, and [has] specific additional protective benefits specifically stemming from their effect on the skin microbiome.” Also, it says, “The statement, ‘skin’s living protective layer,’ gives consumers the impression that the Product will keep the microbiome in an optimum state to protect the skin.”
However, the complaint alleges this is not true, “because it contains numerous ingredient[s] which trigger negative skin reactions.” For example, its first ingredient is water, but the second is cocamidopropyl betaine (CAPB). The complaint claims that the Environmental Working Group (EWG) says that “CAPB is restricted in cosmetics and is unsafe when it is not thoroughly washed off the skin.”
CAPB, the complaint says, can trigger eczema, psoriasis, rosacea, contact dermatitis, and eye irritation. According to the complaint, “The product cannot be ‘microbiome gentle’ since its most predominant ingredient is a known irritant to skin and will thereby disrupt the user’s microbiome.”
The complaint reproduces the product’s ingredient list, with yellow highlights to mark the non-natural, synthetic ingredients. These include sodium hydroxypropyl, starch phosphate, sodium lauroyl glycinate, hydrogenated soybean oil, stearic acid, palmitic acid, and guar hydroxypropyl trimonium chloride, calling into question the claim that the bodywash is “skin-natural.”
Article Type: LawsuitTopic: Consumer
Most Recent Case Event
Dove Deep Moisture Bodywash Microbiome and “Natural” Claims Illinois Class Action
April 10, 2021
Unilever United States, Inc. touts its Dove brand Deep Moisture Bodywash as containing “skin-natural nourishers” and being “microbiome gentle,” among other things. But does it really do anything for the skin’s microbiome? The complaint for this class action says it does not, and that it also cannot be called “natural.”
Dove Deep Moisture Bodywash Microbiome and “Natural” Claims Illinois Class ActionCase Event History
Dove Deep Moisture Bodywash Microbiome and “Natural” Claims Illinois Class Action
April 10, 2021
Unilever United States, Inc. touts its Dove brand Deep Moisture Bodywash as containing “skin-natural nourishers” and being “microbiome gentle,” among other things. But does it really do anything for the skin’s microbiome? The complaint for this class action says it does not, and that it also cannot be called “natural.”
Dove Deep Moisture Bodywash Microbiome and “Natural” Claims Illinois Class Action