Think Baby Faces Lawsuit Over “Sunblock” Label and “All-Natural” Marketing

Case Overview: A proposed class action alleges Think Baby sunscreen misleads consumers by promoting itself as a “natural sunblock,” a term the FDA bans for exaggerating UV protection.

Consumers Affected: Buyers of Think Baby sunscreen labeled as “natural” or “sunblock.”

Court: U.S. District Court for the Southern District of New York

The makers of popular “Think Baby” sunscreen are misleading parents into believing the product offers total UV protection and is completely natural, a new lawsuit claims.

Topix Pharmaceuticals and Think Operations have been hit with a proposed class action lawsuit, filed in New York, which accuses the companies’ use of the word “sunblock” and claims of being “free from harmful chemicals” are false and violate federal labeling rules.

Mother Says She Relied on Marketing Promising Complete UV Protection

New York resident Magdalene Cole filed the proposed class action after purchasing Think Baby sunscreen on Amazon. She says she chose it over other brands because of its marketing, phrases like “Natural Sunblock for Babies,” “reef friendly,” and “free of harmful chemicals.”

Cole believed the sunscreen offered full protection from the sun and contained no synthetic ingredients. Only later did she learn that federal regulations explicitly prohibit using the term “sunblock,” as no sunscreen can completely block all UV rays.

FDA Prohibits “Sunblock” Labeling Because No Sunscreen Blocks All Rays

Think Baby is a top seller in Amazon’s Baby Sun Protection category, and its branding appeals to parents seeking safer, chemical-free products for their children. But according to the lawsuit, the product contains synthetic ingredients such as cetyl dimethicone and caprylhydroxamic acid, compounds that undermine the company’s “all-natural” claims.

The lawsuit also highlights that calling a sunscreen a “sunblock” is banned by the U.S. Food and Drug Administration because it misleads consumers into believing they are fully shielded from the sun’s harmful rays. 

Despite this, Think Baby allegedly continues to advertise its product using prohibited terms while maintaining the impression that it’s both completely natural and foolproof against UV exposure.

Lawsuit Joins Wave of Cases Targeting Skincare Brands Over Ingredient Claims

Think Baby isn’t the only skincare brand facing scrutiny. Valitic is being sued for allegedly marketing its Kojic Acid Dark Spot Remover Soap Bars as illegal, unproven medical treatments. 

Albertsons is accused of labeling its Signature Care Sensitive Skin Body Wash as “hypoallergenic” despite including known allergens. And major brands like Nivea’s parent company, Beiersdorf, and Unilever are both defending suits over “natural” ingredient claims in their lotions and hair care lines.

In her lawsuit, Cole is asking to represent all U.S. consumers who purchased Think Baby sunscreen for personal or household use. The lawsuit seeks damages, restitution, interest, and legal fees, and alleges violations of state consumer protection and business laws. 

Case Details

• Lawsuit: Cole v. Topix Pharmaceuticals Inc., et al.
• Case Number: 1:25-cv-08577 
• Court: U.S. District Court for the Southern District of New York 

Plaintiffs' Attorneys

• Adrian Gucovschi (Gucovschi Law Firm, PLLC)

Have you purchased Think Baby sunscreen for your child? Share your thoughts about the allegations in the comments below.