Revlon Faces Lawsuit Over Almay Wipes Marketed As “Biodegradable”

Case Overview: A proposed class action lawsuit claims Revlon falsely marketed its Almay makeup remover pads and wipes as biodegradable, even though they allegedly do not decompose under typical landfill or incinerator conditions.

Consumers Affected: California residents who purchased Almay wipes or pads labeled “biodegradable” during the relevant period.

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

Revlon’s popular Almay makeup remover pads and towelettes claim to be eco-friendly and biodegradable, but actually fail to decompose in landfills, a new lawsuit claims. 

A new class action lawsuit accuses the beauty giant of misleading shoppers by advertising the products as “biodegradable” when, according to the complaint, they don’t actually break down in real-world disposal conditions, despite the company telling shoppers to dispose of them that way.

California Consumer Says She Paid Premium Price Based On Eco Claims

Robin Victoria Savage of California filed the proposed class action lawsuit saying she bought the Almay “biodegradable” eye makeup remover pads both online and at CVS. Believing the label’s green leaf imagery and promises of “100% biodegradable fibers,” she assumed the wipes would decompose after being tossed in the trash. 

Instead, like most consumers, she disposed of them in household garbage, sending them to landfills or incinerators where, the lawsuit argues, they do not decompose within any reasonable timeframe.

Savage claims she paid a premium price for the pads because of those eco-friendly assurances. Had she known the truth, she says she would have spent less or skipped the purchase altogether.

Complaint Targets Revlon’s Use Of Environmental Labels And Imagery

The products named in the lawsuit include several Almay wipes and pads marketed with bold biodegradable claims. Revlon is accused of knowingly using green-leaning labels, such as the word “biodegradable,” a “100% biodegradable fibers” badge, and environmental imagery, to sway environmentally conscious buyers.

But the lawsuit argues these claims are misleading since landfills and incinerators lack the conditions needed for biodegradation. Revlon’s own website instructs customers to dispose of the products in the trash, virtually guaranteeing they won’t degrade as advertised. Federal Trade Commission guidance has previously flagged such unqualified claims as deceptive, reinforcing the case against the company.

Greenwashing Lawsuits Grow Against Major Brands Across Industries

Revlon is just the latest brand called out over so-called “greenwashing.” British American Tobacco is facing a class action over claims its Vuse vape devices are “carbon neutral,” which consumers say relies on faulty offset programs. 

Amazon has been accused of slapping eco-labels on paper products tied to harmful logging. Apple is defending its promotion of “carbon neutral” Apple Watches, while Lululemon and Florida Crystals face similar challenges over their sustainability messaging.

Meanwhile, in a related case, Charleston’s water utility has sued the makers of Dude Wipes, arguing their “flushable” label is wreaking havoc on sewer systems nationwide.

Savage is asking to represent California shoppers who bought the wipes during the relevant period. She’s seeking damages, legal costs, and an order requiring Revlon to change how it markets the products.

Case Details

• Lawsuit: Savage v. Revlon Consumer Products LLC
• Case Number: 8:25-cv-01672 
• Court: U.S. District Court for the Central District of California

Plaintiffs' Attorneys

• Ruhandy Glezakos, Benjamin Heikali, Joshua Nassir, and Katherine Phillips (Treehouse Law, LLP)

Do you consider eco-friendly claims when choosing personal care products? Share your thoughts about this lawsuit in the comments below.