Lawsuit: Adore's CELLMAX Anti-Aging Products Are Ineffective

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Universal Handicraft, Inc. and an individual owner are facing allegations that they falsely advertised their CELLMAX cosmetic products as having anti-aging benefits when the active ingredient in the products does not actually live up to its claims. The company allegedly does business as both “Deep Sea Cosmetics” and “Adore Organic Innovations,” and insists that its cosmetics contain plant stem cells that “halt the aging process” and are “proven to restore youthful appearance.”  The plaintiff argues that the products do not actually contain living stem cells and cannot produce the intended effects.

According to the suit, the active ingredient in Universal’s CELLMAX products comes from Switzerland-based Mibelle Biochemistry. The research director of the Swiss company supposedly admitted of the ingredient that the “anti-ageing benefit for the skin after topical application could not be confirmed in a clinical trial.” The complaint continues by quoting several purported experts in the field who claim there is currently no proof that plant stem cells can have an effect on human skin.

The suit also notes a purported similarity between the defendant’s Adore brand and the well-known J’ADORE beauty product line made by Dior. It argues that Universal markets to Dior’s customer base by causing them to falsely assume that its products are “authorized by, associated with, or are otherwise connected with Dior or its J’ADORE products.”

The suit seeks to cover both a Florida class and a direct-to-consumer class of people who purchased CELLMAX products and “substantially similar products” within Florida for personal or household use “from the time the products entered into the stream of commerce until the date class notice is disseminated.”