Nearly 30 women are suing hair care brand Olaplex for negligence and false advertising, claiming their products contain allergens and irritants that caused them hair loss and dry, brittle hair.
According to the lawsuit, Olaplex states in its marketing materials that their products, which include shampoos, conditioners and oils and are numbered 0 through 9,"restore damaged and compromised hair," while creating"healthy, beautiful, shiny, touchable hair," and that results are"proven by science.
Plaintiffs allege Sephora removed lilial from the Olaplex ingredient list in June 2021, but Olaplex did not actually remove the chemical until February 2022 and still continues to sell its runoff inventory containing lilial instead of recalling them.
The products also have non water-soluble ingredients, which cause the hair follicle to clog, resulting in seborrheic dermatitis and subsequently inflammation and hair loss, the complaint says."Defendants have been dismissive of their customers' hair loss, instead describing hair shedding as normal and unavoidable and attributing the hair loss to a long list of other potential causes," the complaint says.
Attorneys for the plaintiffs said they carefully considered any other causes of hair and scalp problems, but found that"the products alone are to blame." The plaintiffs also accuse Olaplex of using celebrities and influencers to market their products, but failing to disclose that they have been paid, and that the company claims their products have been tested, but has not publicized those tests, which is"highly suspect," the complaint says.
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