L’Oreal Keratin Hair Product Consumer Deception Suit Advances

L’Oreal USA Inc. and Matrix Essentials LLC must keep defending a class suit alleging they misled consumers into thinking certain hair products contained the protective protein keratin, a New York federal court held, saying the plaintiffs raised plausible deception claims.

Brandi Price and Christine Chadwick alleged they and others overpaid for Matrix Biolage Keratindose Pro-Keratin+ Silk Shampoo, Pro-Keratin+ Silk Conditioner, and Pro-Keratin Renewal Spray, because the products had no keratin.

A factfinder must evaluate whether the terms “Keratindose” and “Pro-Keratin” are misleading, the U.S. District Court for the Southern District of New York said Monday.

The court, which had certified ...