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

 
• By Ryan Nelson

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.

Kiss My Face, LLC’s body wash and lotion products are deceptively marketed as natural when in fact they contain ingredients identified as synthetic in recent Federal Trade Commission actions against skin-care marketers, according to a putative class action.

Filed in California’s Northern District March 27 by San Francisco resident Andrew Gasser on behalf of himself and similarly situated consumers, the suit highlights the “nourish naturally” claim that appeared on

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