The complaint is the latest challenge for the hair-care brand that has seen its once robust growth fizzle.

Olaplex Holdings Inc. is facing a lawsuit filed by about 30 consumers who allege the company’s products damaged their hair and scalp.

The complaint filed Thursday accuses Olaplex of making false statements, including that its offerings restore damaged hair and provide the “ultimate breakage insurance.” The suit also claims that the company has knowingly used ingredients that cause irritation and sensitivity, contributing to a host of hair and scalp issues.

“Far from repairing and protecting hair from damage, the products have instead left plaintiffs’ hair dry, brittle, frizzy and dull,” the lawsuit alleges. They’re also experiencing hair loss and scalp injuries, according to the complaint.

Olaplex didn’t immediately reply to a request for comment on the lawsuit. The company has previously said that in-house and independent testing showed no evidence that its products cause hair loss or breakage. It has declined to share copies of that research.

The suit follows other claims against Olaplex from some disgruntled customers. Last year, posts alleging the company's products harmed hair proliferated on social media. A Facebook group where users discuss hair damage they attribute to the products has amassed more than 5,000 members since cropping up in July.

See also: Olaplex’s ‘Broke My Hair’ Problem Is a TikTok Cautionary Tale

The plaintiffs, represented by Dallas-based...

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