Nood Lawsuit: Are the Online Retailer's Discounts "Fake"?

Case Overview: A class action lawsuit is taking on online retailer Nood, alleging the company used deceptive pricing and inflated "original" prices to mislead consumers about discounts.

Consumers Affected: Consumers in California who purchased products from Nood.

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

Nood, an online retailer specializing in skincare and hair removal products, is in hot water over allegations that it misled consumers with deceptive sales and pricing tactics. 

A class action lawsuit claims the company used inflated "original" prices and fake discounts to trick shoppers into believing they were snagging great deals, practices the lawsuit argues violate California law and consumer trust.

Nood's "Fake Discounts" Deceive Shoppers, Lawsuit Claims

The lawsuit, filed by California residents Tiffany Tran and Kasandra Hill, outlines their experiences with Nood’s allegedly deceptive pricing. Tran purchased the company’s Flasher 2.0 hair removal device in October 2022 for $189, advertised as a 30% discount from a supposed original price of $270. Similarly, Hill bought the same product in December 2023 for $169, advertised as a 37% discount.

According to the complaint, the $270 reference price was not only inflated but also never used as a regular price within the three months preceding the purchases. Instead, the Flasher 2.0 had consistently been priced between $159 and $189 for at least two years. The plaintiffs allege they were duped into buying the products based on false discounts and claim they wouldn’t have made the purchases if they had known the truth.

Inflated Prices and Misleading Tactics Alleged 

The lawsuit accuses Nood of employing a “reference pricing” scheme to make its products seem like a bargain. This involves listing a higher, strikethrough price next to a “sale” price and bold claims of percentage discounts. However, the higher prices often don’t reflect actual selling prices within the legally required time frame, making the advertised discounts misleading.

Such tactics aim to exploit consumer psychology by creating an urgency to buy. Research shows that perceived discounts increase shoppers' willingness to purchase and reduce their likelihood of searching for better deals elsewhere.

Scrutiny Grows Over "Fake Discounts" in Retail

Nood is far from the only company facing scrutiny over deceptive pricing practices. Retailers like Sunglass Hut, Macy’s, and Hobby Lobby have also been hit with lawsuits alleging similar schemes. These cases point to a widespread issue in the retail industry, where inflated original prices and constant “sales” mislead shoppers into believing they’re getting deals.

The Federal Trade Commission (FTC) has long denounced such practices, labeling them as “deceptive pricing.” But despite clear guidelines, lawsuits suggest the problem persists, with companies banking on consumer trust to drive profits.

The lawsuit seeks to hold Nood accountable and could lead to changes in how the company advertises its prices. The plaintiffs want to represent California consumers in the claims of violations of California’s Unfair Competition Law, False Advertising Law, and Consumer Legal Remedies Act as well as negligent misrepresentation and unjust enrichment. 

Case Details

• Lawsuit: Tran, et al. v. Nood Ventures LLC, et al.
• Case Number: 8:25-cv-00041 
• Court: U.S. District Court for the Central District of California  

Plaintiffs' Attorneys

• Caleb Marker, Jeff Westerman, and Charles Toomajian III (Zimmerman Reed LLP)
• Tyler B. Ewigleben (Jennings PLLC)

Have you shopped at Nood? What are your thoughts on their pricing practices? Share your opinion in the comments below.