THE WHAT? A new class action lawsuit has been filed against Revlon Consumer Products LLC, alleging that its Almay makeup wipes were falsely marketed as “100% biodegradable.”
THE DETAILS The complaint, filed July 30 in the U.S. District Court for the Central District of California by plaintiff Robin Victoria Savage, argues that the wipes do not decompose as advertised under customary disposal conditions such as landfills or incineration. The suit cites the Federal Trade Commission’s Green Guides, which consider unqualified biodegradable claims deceptive if products do not fully decompose within one year.
Savage alleges Revlon’s packaging, which includes eco-friendly imagery, misled consumers into believing the wipes were environmentally sustainable. She claims she would not have purchased the product—or would have paid less—had she known otherwise. The proposed class covers California consumers who purchased the wipes during the statute of limitations period.
The lawsuit seeks damages, fees, costs, and a jury trial, and includes claims under California’s consumer protection laws, breach of warranty, and unjust enrichment. Treehouse Law LLP is representing the plaintiff.
THE WHY? The case highlights growing scrutiny of green marketing in the beauty sector, with companies facing legal and reputational risks if sustainability claims cannot be substantiated under federal and state consumer protection standards.
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