Organic Tampon Maker Hit With False-Ad Class Action Over Pigment

This is L., a “nature-inspired” menstrual products brand, misleadingly says its tampons are free of dyes and fragrances despite using an unnecessary pigment ingredient, a new proposed class action alleges.

The product claims to not have rayon, chlorine bleaching, dyes, or fragrances. But it utilizes titanium dioxide, a synthetic powder used as white pigment, the complaint filed Tuesday in the US District Court for the Eastern District of New York says.

“The use of titanium dioxide serves the identical purpose of bleaching or dyes,” the complaint says.

This is L. didn’t immediately respond to a request for comment.

Lead plaintiff ...