Nivea Faces Class Action Over ‘Natural’ Claims in Skincare Range

THE WHAT?  Beiersdorf Inc., the parent company of Nivea, is facing a proposed class action lawsuit filed in a California federal court. The suit alleges that the company misled consumers by falsely advertising certain skincare lines—specifically Nourish by Nature and Naturally Good—as containing a specific percentage of “natural origin” or “naturally derived” ingredients.

THE DETAILS  Filed on April 25, the lawsuit claims that five plaintiffs purchased Nivea products labeled with statements such as “X% Natural Origin Ingredients,” only to discover the formulas were composed largely of synthetic substances. The complaint argues that Beiersdorf used the ISO 16128 standard—a non-regulatory, industry-developed guideline not intended for marketing purposes—to justify its ingredient claims. The plaintiffs allege that this standard allowed the company to reclassify synthetic ingredients as “naturally derived,” misleading consumers who were trying to make environmentally conscious and skin-sensitive purchases. They seek class action certification, damages, and a jury trial, and aim to represent all California consumers who bought the products between April 25, 2021, and the present.

THE WHY? This legal challenge underscores a broader reckoning within the cosmetics and personal care industry over the transparency and definition of so-called “natural” claims. As consumer demand for clean and natural products grows, so too does scrutiny of how these terms are substantiated—or manipulated—by brands. The outcome of this case could set an important precedent for the use of voluntary standards like ISO 16128 in marketing, and may drive stricter regulation of natural-origin claims across the U.S. beauty sector.

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