e.l.f. Cosmetics Lawsuit: Empty Promises in Oversized Packaging?

Case Overview: A class action lawsuit alleges e.l.f. Cosmetics misled shoppers with oversized packaging, concealing underfilled products and violating consumer trust.

Consumers Affected: California consumers who purchased e.l.f. Cosmetics products with nonfunctional slack fill within the past four years.

Court: U.S. District Court for the Central District of California

e.l.f. Cosmetics is being accused of misleading consumers by packaging its products in oversized containers that contain significantly less product than expected, according to a new lawsuit.

The class action lawsuit, filed in California, alleges that e.l.f. intentionally underfilled its Holy Hydration! Gentle Peeling Exfoliant and Glossy Lip Stain products while charging high prices, effectively deceiving customers into overpaying for empty space.

e.l.f. Cosmetics Accused of Deceptive Packaging Practices

California resident Geneva Gonzales filed the proposed class action lawsuit after she purchased the exfoliant and lip stain at a Target store in Norwalk, California, in January 2025. Gonzales, a consumer rights advocate according to the lawsuit, claims that she was misled by the size of the packaging, which suggested that the products contained more than they actually did. 

She says that had she known about the "slack-fill"—the empty space in the packaging—she either would not have purchased the products or would not have paid a premium price for them. According to the lawsuit, e.l.f.'s product packaging lacks any fill lines or transparency indicators that would help consumers understand the actual quantity inside. 

Consumers Allege e.l.f. Underfilled Products, Misleading Buyers

The lawsuit details how e.l.f. allegedly used oversized packaging to mislead customers into believing they were purchasing more product than they actually were. Gonzales contends that the outer packaging of the lip stain, for example, is significantly larger than the product inside, giving the false impression that the container is full. 

Similarly, the exfoliant product is allegedly housed in a container that makes it appear more substantial than its actual contents. The lawsuit argues that this deceptive packaging practice not only harms consumers but also gives e.l.f. an unfair advantage over competitors that clearly label their product quantities. 

Gonzales claims that the company has been able to increase its profits by selling less product at a higher price while disguising the actual amount through misleading packaging.

e.l.f. Faces Other Legal Challenges

This is not the first time e.l.f. has been in legal hot water. This month, the company’s parent brand, e.l.f. Beauty, was hit with a class action lawsuit from investors. The lawsuit, filed in March 2025, alleges that the company overstated its revenue in earnings reports, misleading shareholders about its financial performance. The case cites a report from investment firm Muddy Waters, which questioned the company’s revenue claims based on discrepancies in inventory import data.

e.l.f. did, however, secure a recent legal victory. In December 2024, a California federal court ruled in its favor in a trademark dispute with Benefit Cosmetics. Benefit had sued e.l.f. for allegedly copying the design of its curling mascara, but the court found no likelihood of consumer confusion and dismissed the claims.

And in regards to slack-fill issues, e.l.f. isn’t the only brand accused of misleading packaging. Hershey’s SkinnyPop Popcorn was recently hit with a class action lawsuit over claims that its popcorn bags contain up to 43% less product than advertised. Plaintiffs argue that the company is deceiving consumers by selling underfilled bags, violating both state and federal consumer protection laws.

In her lawsuit against e.l.f., Gonzales wants to represent any Californians who purchased e.l.f.’s products containing nonfunctional slack fill in California during the four years preceding the filing of this action. She is suing for violations of California’s business laws and seeking damages, restitution, fees, costs, and interest.

Case Details

• Lawsuit: Gonzales v. e.l.f. Cosmetics, Inc
• Case Number:2:25-cv-01580 
• Court: U.S. District Court for the Central District of California

Plaintiffs' Attorneys

• Scott J. Ferrell (Pacific Trial Attorneys, APC)

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