Beard Guyz Class Action: Are Their Products Really "Natural"?

For many men, a well-groomed beard is a source of pride. But maintaining a healthy, handsome beard requires the right tools. And that's where Beard Guyz steps in, promising a natural solution for beard care. However, a recent class action lawsuit alleges that Beard Guyz's "natural" claims might be more marketing maneuver than reality. 

The lawsuit, filed by California resident Michael Dilanyan, accuses Beard Guyz of marketing its products as "natural" despite containing numerous synthetic ingredients.

Beard Guyz's "Natural" Ingredients Exposed: Lawsuit Reveals Synthetic Substances

Dilanyan’s complaint focuses on Beard Guyz's labeling and advertising of beard washes, oils, and stylers, including:

• Beard Guyz Beard Wash
• Beard Guyz Beard Oil (in various sizes)
• Beard Guyz Micro Mist Beard Oil
• Beard Guyz Beard Serum
• Beard Guyz Beard Conditioner
• Beard Guyz Moustache Wax
• Beard Guyz Styling Foam
• Beard Guyz Beard Butter. 

According to the lawsuit, these beard care products prominently feature terms like "Made with Natural Ingredients" and "Natural" on their labels. However, Dilanyan argues that these claims mislead consumers because the products contain a variety of non-natural, synthetic, and artificial ingredients.

The complaint details several concerning ingredients, including:

• Cocamidopropyl Betaine: A synthetic detergent derived from fatty acids in coconuts and acts as a surfactant, binding to oils and dirt. In 2004, it was voted Allergen of the year by the American Contact Dermatitis Society due to reactions and sensitization it causes. Risks also include contact dermatitis and environmental toxicity.
  
  
• Citric Acid: Synthetically made by the fermentation of glucose.
  
  
• Decyl Glucoside: A surfactant that is synthetically created by reacting glucose with certain alcohols.
  
  
• Fragrance: A synthetic compound composed of petroleum by-products such as benzene derivatives, aldehydes, toluene, and other known toxic chemicals.
  
  
• Guar Hydroxypropyltrimonium Chloride: A common synthetic cationic polymer used in cosmetics for anti-frizz and static.
  
  
• Phenoxyethanol: Synthetically made for commercial purposes by reacting phenol, a mildly acidic petroleum derived chemical, with ethylene oxide, a proven human carcinogen, in an alkaline medium.

Is "Natural" Just a Marketing Gimmick? 

Dilanyan says he routinely purchased the Beard Guyz Beard 2-in-1 Wash & Tame from a Walmart location in Los Angeles in early 2024, paying approximately $10 for the beard care product. In making his purchase, he relied upon Beard Guyz labeling and advertising claims, namely, the natural representations clearly printed on the front of the product.

In the suit, Dilanyan points to the fact that in recent years, consumers have poured billions of dollars into the natural cosmetics market. The global market in 2018 for natural cosmetics was estimated to have a revenue of $10.31 billion and increases each year, with an estimated growth to $48.04 billion by 2025.

Consumers value natural products for numerous reasons, including perceived benefits of avoiding diseases, attaining health and wellness, helping the environment, and supporting companies that share these values. As a result, many companies, including Beard Guyz, have entered the natural cosmetics market by manufacturing and selling products labeled as "natural" to gain market share.

“Unfortunately,  rather  than creating the natural products consumers desire, Defendants have chosen instead to market the Products through deceptive labeling and advertising in order to convince consumers  the  products  are  natural  when,  in  reality,  they  contain  synthetic  and artificial ingredients,” the complaint states.

As per the lawsuit, consumers are willing to pay a premium for "natural" products, believing them to be free of synthetic ingredients. However, consumers are not scientists and rely on manufacturers to honestly label their products. When consumers see labels like "natural" or "made with natural ingredients," they perceive the products to be fully natural and free of any unnatural ingredients.

“Neither Plaintiff, nor reasonable consumers, have the requisite knowledge to accurately differentiate between cosmetic ingredients that are ‘natural’ and those that are ‘synthetic’,” the lawsuit contends.

Dilanyan's lawsuit alleges that Beard Guyz's use of "natural" labeling is deceptive because the products contain synthetic ingredients. He believes he wouldn't have paid a premium price for the Beard Guyz Beard 2-in-1 Wash & Tame if he had known the truth about the ingredients. 

Beard Guyz Joins Growing List of Companies Accused of Deceptive Labels

Beard Guyz isn't the only brand facing legal challenges over its "natural" ingredient claims. The use of this term is facing increased attention across multiple industries, with companies like Dr. Squatch, ChapStick, and Kraft Heinz being hit with lawsuits alleging deceptive marketing practices.

In the cosmetics industry, both Dr. Squatch and ChapStick are accused of misleading consumers about the natural content of their products. Dr. Squatch's Men's Natural Shampoo is alleged to contain synthetic ingredients and misrepresent the amount of natural ingredients, while ChapStick is accused of falsely claiming its products are "all natural" and "naturally sourced."

In the food industry, Kraft Heinz faces a lawsuit challenging its "No Artificial Flavors, Preservatives, or Dyes" claim on its mac & cheese boxes due to the presence of citric acid, a synthetic preservative.

In 2016, the Federal Trade Commission (FTC) took action against four companies for similar misrepresentations, ordering them to cease making unsubstantiated claims and provide evidence for any future claims.

In the Beard Guyz class action lawsuit, Dilanyan seeks to represent all consumers nationwide who purchased the beard care products labeled as "natural" or "made with natural ingredients." He is suing for injunctive relief, requiring Beard Guyz to correct its labeling practices and ensure transparency. Additionally, the lawsuit seeks monetary damages for himself and all affected class members.

Case Details

• Lawsuit: Dilanyan v. Universal Beauty Products, Inc.
• Case Number: 2:24-cv-05200
• Court: U.S. District Court for the Central District of California

Plaintiffs' Attorneys: 

• Valter Malkhasyan and Erik Pogosyan (Malk & Pogo Law Group LLP)