In July 2013, a class-action lawsuit was filed against Aveda Corp. over its Invati hair care product line, including Invati Exfoliating Shampoo, Invati Thickening Conditioner, and Invati Scalp Revitalizer. The lawsuit alleged that Aveda falsely advertised the products as clinically proven to reduce hair loss and increase hair thickness.
The lawsuit was filed by David Berger, a California resident who claimed that he purchased the Invati products after seeing Aveda’s advertising claims. Berger alleged that he used the products for 12 weeks, as directed, but did not experience any reduction in hair loss or increase in hair thickness.
The lawsuit sought damages for Berger and other consumers who purchased the Invati products. It also sought an injunction to prevent Aveda from continuing to make false advertising claims about the products.
In 2015, Aveda agreed to settle the lawsuit for $34 million. The settlement provided for refunds to consumers who purchased the Invati products between July 1, 2012, and June 30, 2015.
The settlement also required Aveda to change its advertising claims about the Invati products. Aveda agreed to stop claiming that the products are clinically proven to reduce hair loss or increase hair thickness.
The Aveda Invati lawsuit was one of several class-action lawsuits filed against hair care companies in recent years. These lawsuits have alleged that companies such as Procter & Gamble, L’Oreal, and Unilever have made false advertising claims about their hair loss products.
