28 women are suing the well-known haircare brand Olaplex, claiming that its products led to hair loss, blisters, and other conditions.
The shampoos, conditioners, and treatments in the Olaplex line make the claim that they can "safely repair broken bonds and rejuvenate hair.".
But according to the lawsuit, Olaplex contains dangerous chemicals that made the women's hair and scalps worse off.
Test results that Olaplex claims demonstrate the products' safety have been made public.
It posted a statement on Instagram that read, "We are prepared to vigorously defend our company, our brand, and our products against these baseless accusations.
In the wake of the lawsuit, Olaplex has not recalled any of its products.
Olaplex, a company that was established in California in 2014, asserts that the restoration of damaged hair by its products' patented chemistry is supported by science.
While it is widely accessible to the general public, several products are only sold to trained hair professionals. It is specifically marketed towards people who bleach their hair. It is a treatment that is provided in numerous salons all over the world as an added cost for clients getting their hair colored.
Celebrities like Drew Barrymore and Kim Kardashian have endorsed the business, which has experienced enormous success.
The lawsuit, which was submitted last week to a district court in California, alleges that the plaintiffs' hair was left "dry, brittle, frizzy, and dull.".
One woman claimed that her hair split and broke, giving the appearance that it had been cut with a "weedwhacker.".
The Law Center of Amy E. has made public several images of plaintiffs with bald spots that they allege were brought on by Olaplex. one of the law firms involved in the case is Davis.
In total, the plaintiffs are requesting damages in the amount of $75,000 (£62,200).
In addition, the lawsuit asserts that Olaplex products contain the chemicals lilial and panthenol, which can cause hair loss and other conditions like "inflamed, blistered, flaking or scaling skin.".
Before the European Union banned it in March 2022 due to its effect on fertility, liaial was once used as a perfume in cosmetics.
The lawsuit contends that Olaplex is still marketing older products that still contain lilial, also known as butylphenyl methylpropional, despite Olaplex's claim that it removed the ingredient from all of its products globally "out of an abundance of caution.".
The plaintiffs claimed they carefully examined all potential contributing factors to the women's hair loss and scalp issues but came to the conclusion that "the products alone are to blame.".
Olaplex has vehemently refuted the claims, adamant that its products "do not cause hair loss or hair breakage.".
According to the company's website, which includes links to numerous studies from tests conducted in accordance with industry standards, "Independent third-party laboratory test results show that Olaplex products are safe and effective.".
According to the company's CEO JuE Wong, hair loss is a painful and emotional subject, but "for our products this is not true."