Aveda Lawsuit Investigation: False Advertising of Hair Repair Products?

Attorneys working with ClassAction.org are investigating whether a class action lawsuit can be filed on behalf of consumers who bought products sold under Aveda’s “Botanical Repair” or “Damage Remedy” line.

The products promise to “repair all three layers of hair” and provide “instant repair” – but attorneys have reason to suspect these claims are false and may have misled consumers into paying more than they would have had they known that at-home hair repair is, in general, not possible.  

Can Any Product Really Repair Damaged Hair?

Despite a multitude of products promising a quick fix, hair damage is permanent because hair is made up of dead cells, which cannot be repaired or healed.    

Indeed, one lawsuit against It’s a 10 Haircare alleges that “the only way to repair damaged hair is to cut off the damaged portion and allow new growth to replace it” and adds that even expensive salon treatments cannot repair hair to its original state.

Products advertised as being able to repair hair likely only temporarily disguise broken, brittle or otherwise damaged hair by smoothing or moisturizing it. This means any benefit a hair repair product provides is only cosmetic, i.e., no “repair” to the underlying damage is actually taking place.

In regard to Aveda’s products, attorneys are looking into whether certain claims regarding its Botanical Repair and Damage Remedy lines – for instance, that the products can “strengthen and repair from the inside out,” “intensely repair[] and strengthen[] hair instantly,” and “treat and help deeply repair hair that has been colored, bleached, permed, relaxed or keratin smoothed” – are false and misleading.

Complaints from Aveda Hair Repair Customers

The following is a sample of complaints posted online from consumers who felt the Botanical Repair and Damage Remedy products didn’t work like they should [sic throughout, emphasis ours]:  

I had high hopes based on other reviews of the botanical repair line. This is not a bad product, it's just doesn't do anything special and it's very expensive.”
— AEM, Botanical Repair Strengthening Shampoo user, Aveda.com

I used this product a few times already and will stop. It was very expensive to not receive the results I wanted. I have thinning hair and when I used this product a lot more hair fell out in the shower than any other shampoo line I used. On top of that, it made my hair feel dry and frizzy. I kept waking up to a lot of hair on my pillow. Very disappointed and would like a refund.”
— Krys, Botanical Repair Light Strengthening Set user, Aveda.com

After reading all the great reviews I was very excited to try out this product and to see the improvements and restructuring that it claims. Sadly, after many uses, I still haven't noticed any impact from this product. This was shocking to me given the price and the praising reviews. I will go back to using other drug store products that are much superior in nourishment and restructuring.”
— GGABRIELLE, Damage Remedy Intensive Restructuring Treatment user, Aveda.com 

I am Afro-Latina and I was so excited to use this product along with the shampoo to begin my natural hair journey as my hair is damaged from years of coloring and heat styling. I've used the product for a little over a month and have not noticed a difference in my hair. It does not feel moisturized, when I use the product I have to use a lot of it to 'soak' in my hair (I have medium length hair) and in general it just feels heavy. I'm sad to say that I was unhappy and it is not worth the cost.”
— Beckinrealife, Damage Remedy Intensive Restructuring Treatment user, Aveda.com 

This product does nothing more than any moisturizer you get off the shelf of any drugstore. I would not buy it and do not recommend. I gave It one star because you have to rate it something.”
— Wyn, Damage Repair Daily Hair Repair user, Aveda.com

How Could a Class Action Lawsuit Help?

If filed and successful, a class action lawsuit could provide Aveda customers with some money back for their purchases. It could also force Aveda to change the way it markets its hair repair products.

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