Top Class Actions  |  July 25, 2013

Category: Legal News

Top Class Actions’s website and social media posts use affiliate links. If you make a purchase using such links, we may receive a commission, but it will not result in any additional charges to you. Please review our Affiliate Link Disclosure for more information.

{loadposition content_sm}

Class Action Lawsuit Says Aveda’s Hair Loss Products Don’t Work

By Anne Bucher

A class action lawsuit has been filed against Aveda Corp. over allegations that its hair loss prevention products are ineffective.

Minnesota-based hair products maker Aveda touts its Invati product line as “Nature’s Solution for Thinning Hair,” and charges more than $100 for a system that it claims is clinically proven to thicken hair.

Aveda claims that the Invati product line, which consists of a shampoo, conditioner and scalp revitalizer, reduced hair loss by 33 percent during a 12-week clinical trial. Aveda also promises that the “Invati system is clinically proven to reduce hair loss due to breakage to help you keep the hair you have longer.” According to the Aveda website, Invati consists of “an invigorating blend of ayurvedic herbs” that help to reduce hair loss.

Rivkie Berger, the lead plaintiff in the Aveda Invati class action lawsuit, insists that these claims are false. “In reality, the products do nothing of the sort and have no such capabilities,” the class action lawsuit says. “This false and misleading marketing enables defendants to unfairly capture sales that it would not make but for its deception, and also charges consumers a premium based thereon.”

Berger claims in the Aveda class action lawsuit that he purchased the Invati product line in March for a total of $119.63, including tax. However, he did not experience any of the benefits Aveda promised. Berger alleges that the products are marketed in such a way as to convince consumers that the products were a “solution for thinning hair and guaranteed some reduction of hair loss.” He further claims that Aveda’s marketing is designed to persuade customers that the products are most effective when purchased together as a system, rather than simply using one of the products in the Invati product line.

Berger accuses Aveda of violating the California Unfair Competition Law, Consumer Legal Remedies Act, the False Advertising Act and other state and federal laws. He claims that the company used misleading marketing to persuade customers to purchase an ineffective product.

In his class action lawsuit, Berger asks the court for preliminary and permanent injunctions to prohibit the company from advertising the Invati products as effective at combating hair loss. He also requests Aveda to return all revenue it has acquired due to its misleading advertising.

Potential Class Members include a nationwide class of people who purchased any Invati product within four years of the filing of the class action lawsuit. A separate class of California residents who purchased the Invati product line will also be potential class members.

Aveda is owned by Estee Lauder Inc., which also owns Clinique, MAC, Origins and Bumble & Bumble. It purchased Aveda for $300 million in 1978.

The plaintiffs in the Aveda false advertising class action lawsuit are represented by Michael Kelly, Behram Parekh and Heather Baker of Kirtland & Packard LLP.

The Aveda Invati Class Action Lawsuitis Berger v. Aveda Corp., Case No. 13-cv-05074, in the U.S. District Court for the Central District of California.

We tell you about cash you can claim EVERY WEEK! Sign up for our free newsletter.

Updated July 25th, 2013

{loadposition content_ol-news}

16 thoughts onClass Action Lawsuit Says Aveda’s Hair Loss Products Don’t Work

  1. Sandy says:

    I feel I must respond to these allegations. I worked with Aveda for 30 plus years. I haven’t now for 10 years. They had 4 products when I started. The founder was an extraordinary human being.
    It has changed over the years. I’m still in the hair industry. I work with 3 product lines. Daily I send clients to purchase Aveda products at other salons or Avedas website. Especially the Invati line. With regular scalp treatments at the salon and proper care at home… hair this product works. It work for me when I lost hair. Also many clients that I recommend to. Sometimes there are amazing results and often small or simple . But continued results must if the time. And remember, I said I haven’t work for or with Aveda in over 10 years. I make no money from them.
    Never was I in a cult.

  2. Evie says:

    Anyone wants to sue them for reverse skin allergy ? How come no one came out to sue them when tons of people experienced the same type of ear and headline allergy?

  3. Joanne H says:

    Where can you file and what is the outcome of this settlement. I’ve used these products since 2013 and in the beginning it seems to have worked. Now after 4 years my hair is thinning and shows no thickening.

    1. Michele Brooks says:

      I never say the Adeva Ivanti grow hair for anyone and I was a stylist at an Aveda salon for 10 years.

      Switch to Monat black shampoo or the intense repair line. Your hair will grow faster AND you’ll get amazing new hair growth. I’ve been so impressed with my own experience and when clients sit in my chair and I see so much new growth.

      Happy to help if you have questions about it.
      IG: micheles_hair_101

      1. Michele Brooks says:

        Sorry for the typos. It’s 1:30 am. ??‍♀️

  4. Truth in the Beauty Industry says:

    As an Aveda Salon owner in New York, I have looked at this lawsuit over and over searching my thoughts as to whether I should comment. Finally I made the decision to bring forward the truth not only about Invati but the Aveda Corp. as a whole. Firstly, the claims made by Aveda about Invati are questionable and although we have sold a lot of this particular line I have yet to hear from a client that it works and to the point we have had a lot of returns.

    Now let us look at Aveda as a whole. The claims that their products are free from chemicals leaves a lot to be desired – look closely at the ingredients and you will find chemical compounds in virtually everything they produce. The products are overpriced and do not function as per Aveda claims.

    Aveda as a company is a mystery, a cult and if you do not follow the cult you are put on a blacklist, and at least they are barbaric – the company is founded on lies and contrary to their mission is totally profit orientated with very little going to the salon owner and their staff. Aveda employees are brainwashed and not even slightly representative of the beauty industry. They are dedicated to the cult and will not entertain even the slightest critic of the Aveda product. Another point which should be brought into the public domain is that Aveda has lost over 18,000 salons globally since 1995. You may look for an answer to that statement and that is the product simply does not work and is very over priced. Aveda works on 80% profit which in simple terms is just not worth what you are paying for. I have thought very hard about making a statement about Aveda but believe the public should be informed. I have dealt with Aveda for more than 20 years and feel personal shame for deceiving the public. The truth is the truth Aveda is not a company of high moral standing with ethics and to quote a high profile colleague you must look toward a product that delivers in every aspect. I regret to say Aveda does not deliver in any sense whether it be to salon owners and their employee’s the public or their own staff. I am moving toward a major international product (Based in France) which even though it has certain problems does deliver.

    I would say that Aveda as a company is limited and equally for a company to make the claims of exclusivity that they do you only have to look on line to see they have sold out ie the statement that it is only available in salons and selected outlets – it is in selected Walgreen’s, CVS, Amazon, Nordstrom ebay etc. this is intentional diversion and at some point will be available in other outlets such as supermarkets.

    In summing up the beauty industry is built on a foundation of lies and Aveda probably the worst, look at the facts. The President of Aveda with his salary of $1.7m p.a, plus profit share has nothing to lose and his thought’s extend firstly to personal gain rather than to the public which he publicly stated in a supposed private function in Minneapolis. Look closely at Invati and the false claims and equally scrutinize the entire Aveda range. If you want a good product within this industry then you should look toward the French products whereby ample money is invested in research and does for the most part deliver.

    1. Shark says:

      As this goes on we can only think of the deceit of Aveda President Dominique Conseil a Swedish National who pretends to be an all knowing Frenchman of the beauty industry and his conspirator William Lauder a cheating scandal ridden multi billionaire (google his divorce outrage). Aveda cheats, as do the Lauder brands. The Aveda product is far from the natural ingredients it pretends to be with all of their products containing chemicals. Now they are selling out on their long standing salon owners by trying to make up their loss by putting their products in Target, supermarkets nationwide, drugstores, Nordstrom and any clown who will take it. Trust Conseil? Trust the Lauders? Think again! Invati does not work nor do their other products. They are just unleashing a low level high priced product onto the American public which Conseil says “a stupid people”. Judge for yourself.

      1. Michele Brooks says:

        Agreed. I’ve been a stylist for 18+ years. Seen it all. Sold Aveda and everything else. Grateful I finally found incredible premium haircare products for my clients but it shouldn’t have taken 18 years of my career to find them. ;)
        Shame on Aveda. Shame on the Beauty Industry and the ‘popularity contest’ they create for products. We want wants best for our clients- not who marketed the best to get on the shelves.

        1. Lorraine Harnden says:

          May I ask, what hair product you use?

        2. Jamie says:

          Wht is the premium color you use.

        3. Penelope says:

          Please tell me what premium line you use in your salon? I am naturally very blonde, thinning rapidly. I used to have very oily straight hair for years. After menopause it became wavy, dry and brittle. Easily tangles. Thank you. SOS❣️

          1. Penelope says:

            Also… I have been using Invanti on and off since 2013. No improvement at all. Hair continues to decline.

      2. Amber Greenway says:

        May I ask what products you use??

    2. Barbara Brooks says:

      I received a shampoo and condition from Aveda. I used it once and my hair was literally falling out into the brush and even more fall out when I did my blow out. Who do I see about tha?? barbarabrooks445@gmail.com

      1. Michele Brooks says:

        I emailed you. I hope that’s ok.

  5. MELVIN WILKES says:

    when can i file?

Leave a Reply

Your email address will not be published. By submitting your comment and contact information, you agree to receive marketing emails from Top Class Actions regarding this and/or similar lawsuits or settlements, and/or to be contacted by an attorney or law firm to discuss the details of your potential case at no charge to you if you qualify. Required fields are marked *

Please note: Top Class Actions is not a settlement administrator or law firm. Top Class Actions is a legal news source that reports on class action lawsuits, class action settlements, drug injury lawsuits and product liability lawsuits. Top Class Actions does not process claims and we cannot advise you on the status of any class action settlement claim. You must contact the settlement administrator or your attorney for any updates regarding your claim status, claim form or questions about when payments are expected to be mailed out.