Lady Justice
A proposed class action lawsuit has been filed against e.l.f. Cosmetics, alleging that the popular beauty brand misled consumers by selling its ‘Holy Hydration, ‘ ‘Gentle Peeling Exfoliant‘ and ‘Glossy Lip Stain‘ in oversized containers that are half-empty. The lawsuit, spanning 32 pages, claims that the company’s packaging practices deceive customers into paying “premium prices for empty space.”
According to the complaint, the opaque packaging of the products prevents consumers from seeing the actual amount of product inside before purchase. For instance, the ‘Glossy Lip Stain’ tube is only partially visible through a small opening in the exterior packaging, leading shoppers to believe the product is nearly two inches longer than it actually is. The lawsuit argues that this “slack-fill,” or nonfunctional empty space, serves no legitimate purpose, such as protecting the product or enhancing its presentation.
The filing alleges that e.l.f. Cosmetics could easily increase the quantity of product in each container or reduce the size of the packaging but has chosen not to do so. This practice, the lawsuit claims, violates several California consumer protection and packaging laws.
The case seeks to represent all California residents who purchased the ‘Holy Hydration! Gentle Peeling Exfoliant’ or ‘Glossy Lip Stain’ containing nonfunctional slack-fill within the past four years.
As consumers increasingly scrutinize product packaging and value for money, this lawsuit itself, highlights growing concerns over deceptive marketing practices in the beauty industry. For now, shoppers are advised to inspect product packaging carefully and stay informed about potential class action lawsuits.
