Colgate-Palmolive Unit Must Face Suit Over Charcoal Toothpaste

Colgate-Palmolive Co. unit Hello Products LLC failed to shake a proposed class suit alleging it duped consumers about the benefits of charcoal-based toothpaste, as a New York federal court said the plaintiffs provided enough supporting detail.

New Yorkers Sarah Patellos and Eric Fishon say Hello’s labels and web advertisements, which claim its toothpastes are safe, effective, and promote whitening, are misleading because charcoal in toothpaste dangerously abrades enamel and doesn’t provide the touted oral hygienic benefits.

Their complaint includes sufficient facts to satisfy heightened federal pleading requirements for fraud-based claims, Judge Paul A. Engelmayer of the U.S. District Court for ...