Aveeno Challenged Over ‘100% Plant-Based’ Makeup Wipes Labeling

Johnson & Johnson Consumer Inc. was hit with a proposed consumer class action alleging Aveeno’s plant-based makeup removing wipes are falsely advertised because the majority of the ingredients are synthetic.

“Rather than truly creating the plant-based products that consumers desire, Defendant has just repackaged a principally synthetic product and deceptively marketed it as ‘plant-based,’ thereby misleading reasonable consumers and violating the law,” the complaint filed Oct. 5 in the US District Court for the Central District of California said.

Lead plaintiff Paige Bridges alleged that Aveeno’s “Positively Radiant” and its “Calm + Restore” makeup removing wipes state the wipes are ...