Purex “Natural Elements” Laundry Detergent Settlement

Settlement Structure: Claims Made

Active: Closed

Closed Settlement Statement:

According to court documents, the claim submission deadline has passed. Please contact the claims administrator if you have any questions.

Case Summary:

Henkel Consumer Goods, Inc. has a line of Purex laundry products labeled “Natural Elements.” The company is now settling a class action alleging that that name misled consumer to expect that the products were all natural when in fact they contained synthetic ingredients.

Docket Number:


Company: Henkel Consumer Goods Inc.

Filing Deadline: August 10, 2019

Class Period: May 19, 2013 to March 8, 2019

Objection Deadline: July 22, 2019

Exclusion Deadline: July 22, 2019

Final Approval Hearing: August 19, 2019

Proof of Purchase:

You may make a claim for up to ten products without proof of purchase. With proof of purchase, there is no limit to how many products you may make a claim for.


You may be eligible if you are a resident of the US, including its territories and, between May 19, 2013 and March 8, 2019, you bought any of the products at issue in the US. The products at issue incude all varieities and sizes of Purex laundry detergent products that bear the phrase “Natural Elements” on the label.

Typical Settlement Amount:

Pro rata share of the net settlement fund, estimated at $2 per container of less than 150 ounces and $4 per container of more than 150 ounces. Final amount depends on how many products you bought and how many valid claims are received.

Total Settlement Amount: $1,500,000

Class Representative Proposed Incentive Fee:


Law Firms:
Halunen Law
Reese LLP
The Sultzer Law Group P.C.

Claim Form: Purex “Natural Elements” Laundry Detergent Settlement Claim Form

Case Name: Luib v. Henkel Consumer Goods Inc.

Settlement Website: Purex “Natural Elements” Laundry Detergent Settlement Website

Claims Administrator:
Epiq Class Action & Claims Solutions, Inc.

Claims Administrator Contact Information:

Purex Settlement Administrator
c/o Epiq
P.O. Box 3240
Portland, OR 97208-3240

Tags: All Natural Claims, Deceptive Advertising, Deceptive Labels