HGD has filed a class action lawsuit and is also currently investigating cases where African-American women have been deceived by L’Oréal and Soft Sheen-Carson’s representations regarding their Optimum Amla Legend Rejuvenating Ritual (NO-MIX, NO-LYE) Relaxer Kit. The suit alleges false advertising, fraud, negligence, and other claims of misrepresentation against L’Oréal. And it seeks damages of an amount to be determined by the court for injuries sustained by clients.
L’Oréal-owned Soft Sheen-Carson promotes their hair care products as being “the safest and most effective” on the market. Their Amla Oil Relaxer is hyped as being particularly special because it is “infused with a legendary secret from India” – Amla Oil. The companies tout that the addition of Amla Oil in the product makes it superior to other, similar hair relaxers, leaving user’s with “visibly fuller, silkier hair” and protecting the users “scalp & skin”.
In reality, the Amla Legend Relaxer Kit contains virtually no Amla Oil at all. Worse, the Product contains Sodium Hydroxide and other caustic, corrosive and toxic ingredients that cause severe injuries when the product is used as directed. Those injuries include: scalp burns, lesions, blisters and associated pain, hair loss including permanent hair loss. This is a far cry from the claims that Amla Oil Relaxer is a “secret ritual for hair rejuvenation” that will leave a user “with thicker-looking, healthier hair”.
These companies are promoting exceptional values and benefits that the product not only does not produce, but actually contains ingredients that are known to be caustic, corrosive, and toxic and extremely harmful to human skin, particularly the scalp.
According to Brandy Robertson, an attorney at Heninger Garrison Davis, LLC, investigating these claims , “L’Oreal advertises these products as not containing lye, however, they DO contain lye, also known as sodium hydroxide, a caustic compound commonly used in drain cleaner. When used on your hair and scalp, these products can cause severe chemical burns resulting in hair loss. Worse still, the injuries sustained by some of the women who have used these products may be permanent.”
If you or a loved one has used Optimum Amla Legend Rejuvenating Ritual (NO-MIX, NO-LYE) Relaxer and suffered hair loss, burns, blistering or scarring of the scalp, you may be entitled to join a class action suit our firm has filed.