Class Action Says Pure Body Naturals Products Not as ‘Pure,’ ‘Natural’ as Advertised

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A proposed class action claims certain Pure Body Naturals products are falsely advertised in that the purportedly “natural” items contain synthetic ingredients.

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The 54-page case alleges Pure Body Naturals, LLC has attempted to appeal to a growing number of health-conscious consumers willing to pay more for products made with natural ingredients by marketing its beauty and wellness line as “Pure,” “100% Pure,” “Natural” and “100% Natural.” Contrary to these representations, a number of the company’s shampoos, scrubs, body washes, oils, serums and masks are made with synthetic ingredients, the case contends.

According to the United States Department of Agriculture (USDA), an ingredient is considered synthetic if it is “formulated or manufactured by a chemical process or by a process that chemically changes a substance extracted from naturally occurring plant, animal, or mineral sources,” the suit relays.

The complaint claims that the following supposedly “natural” Pure Body Naturals products contain a combined total of 25 substances that fit the USDA’s definition of synthetic materials:

• Pure Body Naturals Restore & Strengthen Shampoo;
• Pure Body Naturals Tea Tree Body Wash;
• Pure Body Naturals Maximum Strength Hot Cream;
• Pure Body Naturals Hot Cream;
• Pure Body Naturals 100% Natural Tea Tree Oil Body & Foot Scrub;
• Pure Body Naturals Himalayan Pink Salt Scrub;
• Pure Body Naturals Tea Tree Oil Foot & Bath Soak;
• Pure Body Naturals Superfruit Smoothie Scrub;
• Pure Body Naturals Coconut & Hibiscus Dead Sea Salt Relaxing & Detoxifying;
• Pure Body Naturals Recovery Ritual Sitz Bath Salt;
• Pure Body Naturals Coconut Oil Deep Repair Hair Mask;
• Pure Body Naturals Pure Gloss Argan Oil Hair Mask;
• Pure Body Naturals Moroccan Argan Oil Shampoo;
• Pure Body Naturals Hair Styling Gel;
• Pure Body Naturals Beard & Stache Balm;
• Pure Body Naturals Beard & Stache Oil;
• Pure Body Naturals Pure Brightness Eye Gel;
• Pure Body Naturals Pure Longevity Retinol Moisturizer;
• Pure Body Naturals Pure Longevity Retinol Serum;
• Pure Body Naturals Brilliance C Face Serum;
• Pure Body Naturals Pure Radiance Hyaluronic Acid Serum;
• Pure Body Naturals Dead Sea Mask For Face and Body;
• Pure Body Naturals Activated Charcoal Mask For Face & Body; and
• Pure Body Naturals Dead Sea Mud Mask.

“Discovering that the ingredients are not natural and are actually synthetic requires a scientific investigation and knowledge of chemistry beyond that of the average consumer,” the filing argues, claiming that most customers would not know the products contain non-natural substances just by reading their ingredient labels.

Some of the non-natural ingredients found in the Pure Body Naturals items include, but are not limited to, citric acid, xanthan gum, glycerin, dimethicone, phenoxyethanol, tocopheryl acetate, sodium benzoate, sodium bicarbonate and niacin, the case shares.

The lawsuit looks to cover anyone who purchased the above-listed Pure Body Naturals products anywhere in the United States during the applicable statute of limitations period.

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