FineVine Charcoal Toothpaste Marketing Draws Consumer Lawsuit

Personal care company FineVine LLC deceptively markets activated charcoal toothpaste and tooth powders as safe and effective when they can cause harm, according to a new would-be class suit in federal court in Oklahoma.

Health and beauty products containing activated charcoal have become a consumer sensation in recent years, and consumer demand for teeth-whitening products has risen simultaneously, the suit says.

FineVine seeks to capitalize on the burgeoning twin demands, Samantha Hartanovich and Donna Gilbert allege in a complaint in the U.S. District Court for the Northern District of Oklahoma.

The company makes the untrue claim that its products are ...