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