The Native Shampoo lawsuit refers to a growing concern and potential class action related to Native Cosmetics’ popular shampoo and other personal care products. Native, a brand owned by Procter & Gamble and marketed as a natural, “clean” beauty company, has been embroiled in controversy over allegations that some of its rosemary mint haircare products cause hair loss, contain harmful “forever chemicals” (PFAS), and engage in misleading advertising claims about ingredient safety and product efficacy.
Background and Origins
Complaints and reports surfaced in 2024, intensifying in 2025, after customers began publicly sharing personal stories of hair thinning, severe hair loss, scalp irritation, and changes in hair texture after using Native shampoo and conditioners. A viral TikTok video by a content creator named Hailey brought significant attention to these concerns, stating that she experienced major hair loss after consistent use of Native products.
Investigations revealed that some Native products might contain trace amounts of PFAS chemicals—synthetic compounds often called “forever chemicals” due to their persistence in the environment. PFAS are linked to a range of health risks including cancer, hormonal disruption, and reproductive issues. Despite Native’s branding as a natural and clean company, the possible presence of PFAS contradicts these promises.
Key Legal Claims and Allegations
- Hair Loss and Injury Claims: Plaintiffs claim Native’s rosemary mint shampoo and other products caused adverse effects, including hair loss and scalp damage.
- Misleading Marketing: The brand allegedly promoted its products as “clinically proven” to provide specific benefits such as 72-hour odor protection without sufficient scientific evidence.
- False “Made in USA” Claims: Legal complaints assert that Native falsely claimed many products were entirely made in the USA, while some ingredients and manufacturing processes occur abroad.
- Presence of PFAS Chemicals: The lawsuit and consumer groups allege Native products contain harmful PFAS chemicals despite labels suggesting natural, chemical-free formulations.
Legal Proceedings and Status
As of mid-2025, there is no officially filed class action lawsuit publicly reported, but attorneys and consumer advocacy organizations are investigating the extent of damage and potential claims against Native and Procter & Gamble. The lawsuit is expected to target false advertising, product safety, and ingredient disclosure violations under multiple state consumer protection statutes.
Regulators and watchdogs remain alert to consumer reports, with ongoing calls for stricter regulation of cosmetic and personal care product ingredient transparency and banning of potentially toxic substances.
Consumer Response and Industry Impact
Online forums, social media platforms, and customer reviews have documented growing dissatisfaction from Native users, leading to calls for boycotts and demands for more honest labeling. While some consumers defend Native products for their natural scents and formulations, many express fear over health effects and distrust of the brand.
The controversy has fueled broader conversations about standards in “clean beauty” marketing, ingredient verification, and corporate responsibility in the personal care industry.
Frequently Asked Questions About Native Shampoo Lawsuit
Are Native shampoo products causing hair loss?
Several consumers have reported hair loss and scalp irritation after using Native products, but no definitive scientific studies link the brand to widespread hair loss yet. Investigations and lawsuits are ongoing.
What are PFAS and why are they concerning?
PFAS are synthetic “forever chemicals” linked to serious health problems. Their potential presence in Native products contradicts the brand’s natural and clean claims.
Is there a class action lawsuit against Native?
As of 2025, no formal class action is publicly confirmed, but legal investigations and preparations are underway.
Has Native responded to the allegations?
Native and Procter & Gamble have yet to issue wide public statements but reportedly are reviewing claims and cooperating with inquiries.
Should consumers stop using Native products?
Consumers concerned about hair or scalp health may choose to discontinue use and consult medical professionals.
Conclusion
The Native shampoo lawsuit saga highlights the risks of misleading marketing, insufficient ingredient disclosure, and potential health issues in the booming clean beauty sector. It reveals consumer demand for greater transparency and corporate accountability regarding product safety and ingredient authenticity.
As investigations and legal actions develop, the case will likely influence regulations and consumer expectations around natural personal care products, fostering greater scrutiny and improved safety standards industry-wide.
