Unilever's "Natural" Claims: Are Dove, Love Beauty & Planet Greenwashing?

Case Overview: A class action lawsuit alleges Unilever falsely markets Dove and Love Beauty & Planet products as "naturally derived," despite containing synthetic and industrially produced ingredients.

Consumers Affected: California consumers who purchased Dove Men + Care and Love Beauty & Planet products.

Court: U.S. District Court for the Northern District of California

Unilever is facing a new lawsuit from California consumers who say the company’s Dove and Love Beauty & Planet products aren't as “natural” as they claim. 

The complaint alleges that Unilever falsely markets a wide range of its shampoos, conditioners, body washes, and skin creams—some labeled as “93% Naturally Derived” or higher, when the majority of ingredients are reportedly synthetic and industrially produced.

According to the lawsuit, Unilever’s marketing is more greenwashing than green. The complaint says the company uses a complex and opaque standard to define what counts as “naturally derived,” inflating the percentages on its product labels. 

The lawsuit accuses Unilever of misleading consumers into believing they were purchasing eco-friendly, plant-based products, when many of the ingredients are lab-made and chemically processed.

Lawsuit Details How Synthetic Ingredients Contradict Labels

Three California residents Jeffrey Kent, Monica Burrola, and Nitaya McGee filed the lawsuit after buying Dove Men + Care and Love Beauty & Planet products they believed to be primarily made of natural ingredients. 

Drawn in by bold claims like “97% Naturally Derived,” the plaintiffs say they purchased the items expecting them to be safer and more environmentally friendly than standard alternatives.

Each plaintiff claims they wouldn’t have bought the products (or would’ve paid less) if they’d known the true ingredient breakdown. Kent said he seeks out natural products and felt misled by the Dove Men + Care label. 

Burrola found the back label language confusing and vague, while McGee says the 97% claim was central to her purchase decision. All three say they’ve lost confidence in Unilever’s branding and risk further financial harm if misleading labels continue.

Lawsuit Details How Synthetic Ingredients Contradict Labels

The lawsuit digs deep into the ingredient lists of these beauty staples, arguing that the majority of their contents are anything but natural. The plaintiffs allege that compounds like sodium lauryl sulfate, behentrimonium chloride, and dimethiconol—synthetic chemicals commonly used in mass-market hair and skin products—make up the bulk of what consumers are applying to their skin.

Unilever’s “naturally derived” calculations are reportedly based on a technical standard known as ISO 16128, developed by the British Standards Institute. However, this industry-defined metric is not only complex and hidden behind a $400 paywall, it was never intended for consumer-facing labels. Critics argue that using such a standard allows companies to count ingredients as “natural” even if they’ve undergone significant chemical processing.

In some cases, the only truly natural ingredients by weight in these products appear to be water, salt, and trace botanical extracts, calling into question how the advertised percentages could be so high.

Beauty Brands Face Growing Legal Challenges Over "Natural" Claims

Unilever joins a growing list of beauty brands under legal fire for allegedly stretching the truth about what’s inside their products. 

e.l.f. Cosmetics is currently facing a class action lawsuit in California that accuses the brand of packaging some of its products in oversized containers that hold far less product than consumers expect. The complaint alleges that e.l.f. intentionally underfilled items like its Holy Hydration! Gentle Peeling Exfoliant and Glossy Lip Stain, charging premium prices for containers full of empty space.

RoC Skincare is also under scrutiny for its Retinol Rinse-Off Cleanser. A group of consumers claims the product fails to deliver on its anti-aging promises because the retinol washes off too quickly to be effective. 

Meanwhile, Maëlys Cosmetics has been accused of using deceptive marketing tactics, including digitally altered before-and-after photos, to promote its popular body creams. 

In the Unilever false advertising class action lawsuit, the plaintiffs want to represent California consumers who purchased the products in their claims of fraud, deceit, false advertising, violation of the Consumer Legal Remedies Act, and more. 

Case Details

• Lawsuit: Kent, et al. v. Unilever United States, Inc., et al.
• Case Number: 3:25-cv-03660-JCS
• Court: U.S. District Court for the Northern District of California

Plaintiffs' Attorneys

• Anthony J. Patek and Seth A. Safier (Gutride Safier LLP)

Do you buy Dove or Love Beauty & Planet products for their 'natural' claims? Share your thoughts on these allegations below.