Wella Hair Dye Virtual Try-On Tech Sparks Biometric Privacy Suit

Haircare company Wella Operations US LLC nonconsensually collects facial scans of consumers who use its virtual hair dye try-on feature, according to a proposed class action filed in Illinois federal court.

Plaintiff Jana Shores alleged that Wella’s website uses software that processes and stores users’ facial geometry in violation of Illinois’ Biometric Information Privacy Act in the lawsuit filed Tuesday in the US District Court for the Northern District of Illinois. BIPA stipulates how private entities collect and handle biometric data such as fingerprints or facial scans in the state.

The proposed class action adds to a surge in litigation ...