- Minnesota AG Keith Ellison filed a consumer protection lawsuit against L’Oréal and its subsidiaries alleging the company’s misled consumers about potential cancer risks associated with chemical hair relaxers sold under the Dark and Lovely, Optimum, and Mizani brands. The lawsuit alleges that the companies marketed the products to Black women and girls as safe, gentle, and beneficial while failing to disclose research linking repeated hair relaxer use to increased risk of uterine and ovarian cancer.
- The complaint asserts that L’Oréal has access to research on potential health risks, including studies finding associations between hair straightener use and increased risk of cites four epidemiological studies examining health risks associated with chemical hair relaxers. One study found associations between hair straightener use and increased risk of thyroid cancer, non-Hodgkin lymphoma, and pancreatic cancer, but continued selling and promoting the products without adequately informing consumers. The lawsuit also argues that marketing targeted Black women and children amid longstanding societal pressures surrounding natural hair textures.
- The state claims the companies violated three Minnesota laws covering consumer fraud, deceptive trade practices, and false advertising. The lawsuit is seeking civil penalties, restitution for affected consumers, and a court order requiring adequate health warnings before the products can continue to be sold.
- We previously reported that Arizona AG Kris Mayes sued L’Oréal and its parent company Softsheen regarding similar allegations of the marketing and sale of chemical hair relaxers and failing to disclose information about the chemicals in the products classified as known or likely carcinogens.