Tom's of Maine, a producer of all-natural health and beauty products, is facing a consumer class-action lawsuit that claims its all-natural toothpaste actually contains synthetic ingredients.
John Daly, on behalf of himself and all others similarly situated, filed a complaint on Nov. 14 in Cook County Circuit Court against Tom's of Maine claiming a violation of the Illinois Consumer Fraud and Deceptive Business Practices Act.
The plaintiffs allege in their class-action lawsuit that Tom's is intentionally misleading consumers by labeling their toothpaste with false ingredients.
The suit claims multiple flavors of Tom's toothpaste labeled as all-natural, lists ingredients such as as Luminous White Clean Mint, Activated Charcoal Peppermint, Toddler Training Mild Fruit, and Antiplaque and Whitening Spearmint, that are actually synthetically produced ingredients, hydrated silica, glycerin, sorbitol, xylitol, and sodium lauryl sulfate.
The lawsuit claims fraudulent labeling mislead consumers into paying a premium price for a product they believed to be all-natural, receiving instead, a non-premium product.
The plaintiffs are demanding a jury trial. They are seeking a court order requiring Tom's of Maine to notify consumers of the alleged unlawful, unfair, and deceptive conduct, as well as refund the purchase price, plus pay attorneys' fees and other costs.
Plaintiffs are represented by attorney Steven G. Perry, of the Law Offices of Todd M. Friedman P.C.