Beard Guyz Lawsuit Says Beard Care Products Are Falsely Advertised as ‘Natural’

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The maker of Beard Guyz beard care products faces a proposed class action that alleges the washes, oils, waxes, conditioners, styling foam and butter are not natural, or made with natural ingredients, as advertised. 

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The 53-page Beard Guyz lawsuit alleges the company’s products, unbeknownst to buyers, contain several non-natural, synthetic and/or highly processed ingredients. Defendant Universal Beauty Products has misleadingly advertised the items “to take advantage of consumers’ desire for truly natural products,” the case claims. 

The Beard Guyz products at issue in the proposed class action include: 

• Beard Guyz 2-in-1 Wash & Tame;
• Beard Guyz Beard Wash;
• Beard Guyz Beard Oil (in various sizes);
• Beard Guyz Micro Mist Beard Oil;
• Beard Guyz Beard Serum;
• Beard Guyz Beard Conditioner;
• Beard Guyz Moustache Wax;
• Beard Guyz Styling Foam; and
• Beard Guyz Beard Butter.

According to the case, Beard Guyz’s “natural” claims for the products listed above are likely to mislead a reasonable consumer into believing the items contain only natural ingredients. The filing emphasizes that regular consumers have limited knowledge of the ingredients included in beard care products and cannot “accurately differentiate between cosmetic ingredients that are ‘natural’ and those that are ‘synthetic.’” 

“…[C]onsumers are not scientists,” the complaint relays, adding that shoppers are willing to pay more for items positioned as “clean” and made with only non-synthetic ingredients. “They do not understand the manufacturing process, and are not well-versed in the processes involved in obtaining, synthesizing, or preparing various products and their ingredients.” 

Per the lawsuit, the Beard Guyz products at issue contain, among other artificial ingredients, cocamidopropyl betaine, caprylyl glycol, cocamidopropyl hydroxysultaine, citric acid, decyl glucoside, glycerin, panthenol, phenoxyethanol and sodium benzoate, among several others. The products also contain a number of ingredients that have been subject to “significant chemical modification or processing,” such that their original natural composition has been altered, the complaint says. 

“Put differently, to create certain ingredients used in the Products, natural-sourced ingredients are subjected to substantial processing such that the resulting ingredient used in the Products is an entirely new, synthetically-created ingredient—one that fundamentally differs from the original natural-derived ingredient.” 

The Beard Guyz lawsuit looks to cover all individuals or entities that, within the applicable statute of limitations period, bought any of the Beard Guyz products listed on this page in the United States that displayed “Made with Natural Ingredients” or “Natural” on the product label for purposes other than resale. 

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