Tom’s, Colgate Face Deceptive Label Suit Over Natural Toothpaste

Colgate-Palmolive Co. and its unit Tom’s of Maine can’t dodge a proposed class suit alleging that they deceptively market “natural” toothpaste and deodorant that have synthetic ingredients, a federal court in Massachusetts said.

Angela Munsell, who has bought Tom’s toothpaste and deodorant products since 2015 while living in Massachusetts and Rhode Island, stated plausible deception claims under the consumer protection laws of both states, the U.S. District Court for the District of Massachusetts said, denying a motion to dismiss the case.

She seeks to represent a class of Massachusetts and Rhode Island purchasers who bought Tom’s products after Dec. 5, ...