Suave Keratin Lawsuit

The Suave Professionals Keratin Infusion 30-Day Smoothing Kit was marketed to be temporary and gentle. The product’s packaging claimed that the treatment would smooth users’ hair and coat it with keratin, a protein naturally found in hair, and that the effects would only last about a month.

However, hundreds of women have reported significant hair loss, damage, and scalp burns as a result of using the kit, and, years later, the damage is allegedly still visible. The court complaint exposed that the treatment contained damaging ingredients, including those found in hair-removal products and one that releases formaldehyde when used. The formula most closely resembled a “chemical hair straightener,” rather than a conditioning product, the complaint said.

Although Unilever provides a quiz for consumers to take on their website (titled, “Is the Kit Right for Me?”), many women on the Facebook group “Suave Keratin Infusion Kit Destroyed My Hair” claim that they fell into the quiz’s “safe for use” category, yet still experienced hair damage. Hundreds of personal accounts detailing similar problems can be seen on the Facebook page, where women are invited to post photos of their damaged hair and share their “horror stories” about the treatment.

Six months after introducing the Suave Professionals Keratin Infusion 30-Day Smoothing Kit to the market, Unilever voluntarily “recalled” it without explanation. They labeled the kit as “discontinued” on their website and told consumers to contact Unilever for any further information about the product. However, it has been alleged that Unilever did not properly recall the kit. According to the complaint, the company failed to ensure that the product was taken off the market (which is still available for purchase on Amazon.com). Many women on the Facebook page have reported using the kit after the recall, unaware that it was supposed to be taken off shelves.

To this day, Unilever has failed to acknowledge consumer complaints, plaintiffs say. Unilever has allegedly maintained that the adverse effects were a result of consumers “misunderstanding” the proper use and application of the product, and the company continues to advertise on their website that the product is safe to use as directed.

Two women have filed a proposed class action in the Northern District of California accusing Unilever of falsely advertising their keratin treatment, failing to provide an adequate warning for harmful side effects, and improperly recalling the product.

One plaintiff reported significant hair loss at the crown and on the sides of her head upon one proper application of the product. She has since been forced to cut off ten inches of her hair and has allegedly spent thousands of dollars on weaves, hair extensions, and treatments to repair the damage. Two years after using the product, she claims to still suffer damage as a result of using the treatment.

The plaintiffs are seeking compensation for compensatory and punitive damages. They are also demanding that Unilever properly recall the product, remove its claims that the product is safe from their website, and provide an adequate warning to consumers about the product’s side effects.

Our class action lawyers are not currently looking for claims for this case.