Juice Organics Sued in New York Over “Repairing” Hair Products

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A proposed class action lawsuit has been filed against Juice Beauty, Inc., which does business as Juice Organics, over the allegedly deceptive marketing and promotion of its “Repairing” line of shampoo, conditioner and hair mask products. Despite the products’ marketing, the suit claims, the products do not actually repair damaged hair “because there are no ingredients in the Products that could do so.” The suit explains that hair is made up mostly of keratin, and charges that because keratin is an inorganic “dead” matter, it can’t be repaired once damaged. The lawsuit claims that while the products at issue “might create the temporary illusion that the user’s hair has been repaired,” that this is merely an illusion. The suit seeks to cover consumers in New York who purchased the products within the applicable statute of limitations.