Kiss My Face ‘Natural’ Suit Aims To Stretch Materiality Of FTC Actions

A putative class action in California’s Northern District alleges that KMF’s “nourish naturally” claim on body wash and lotion packaging is deceptive due to the presence of synthetic ingredients that the Federal Trade Commission cited in actions against skin-care marketers last year. Importantly, however, the FTC cases targeted “all-natural” or “100% natural” assertions, as opposed to unqualified “natural” references.