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Unilever and its U.S. distributor, Conopco, are facing a proposed class action lawsuit in the U.S. District Court for the Northern District of California over allegedly misleading “natural” labeling on popular personal care brands Love Beauty & Planet and Dove Men+Care.

The lawsuit, filed by California consumers Jeffrey Kent, Monica Burrola, and Nitaya McGee, claims that Unilever falsely advertised several products as containing "90% naturally derived ingredients." In reality, the plaintiffs argue, the products contain only 80–85% ingredients derived from natural sources, with the remainder made up of industrially processed chemicals like sodium laureth sulfate and behentrimonium chloride.

“These products are composed predominantly of ingredients made through chemical processes, not of natural origin,” the complaint states. The suit lists 26 personal care items—shampoos, conditioners, and moisturizers—allegedly sold under misleading labels and website descriptions.

The plaintiffs assert that consumers paid a premium based on these “natural” claims, which violate California's consumer protection, advertising, and fair trade laws. The lawsuit seeks a jury trial, punitive damages, restitution, attorney fees, and an injunction barring Unilever from continuing these marketing practices.