The Native Shampoo lawsuit has captured national attention amid rising concerns about product safety in the clean beauty market. Customers allege that Native’s “natural” haircare products have caused hair loss and irritation, despite being marketed as non-toxic and environmentally safe. The core of the lawsuit focuses on claims of deceptive advertising and the presence of harmful PFAS chemicals. As legal actions unfold, the outcome could have widespread implications for Native Americans and the broader beauty industry.
Introduction: Native Brand
Native is a personal care brand that promotes clean beauty through products free from sulfates, parabens, and other harsh chemicals. Founded with a mission to provide transparent, natural alternatives to conventional hair and skincare items, Native quickly gained popularity, particularly among health-conscious consumers. The brand’s minimalist aesthetic, sustainability claims, and simple ingredient lists appealed to users looking for safer options. Its success led to its acquisition by Procter & Gamble in 2020, expanding Native’s reach across major retail platforms.
Native Shampoo Lawsuit: Controversy Explained
The controversy erupted when consumers began reporting severe hair damage, scalp irritation, and other side effects after using Native Shampoo. The central claim is that the brand misled consumers with false advertising, labeling its shampoo as clean and chemical-free while allegedly containing PFAS, or “forever chemicals.” This legal battle has been ongoing for over a year, as more customers come forward with complaints and attorneys scrutinize Native’s product formulations and labeling practices.
Native Shampoo Lawsuit Updates 2025
As of mid-2025, the Native Shampoo lawsuit remains in active litigation. Multiple class action cases have been consolidated, focusing on allegations of consumer fraud, misrepresentation, and product liability. Procter & Gamble has denied any wrongdoing, but the investigation continues, with the court currently reviewing scientific evidence and consumer testimonies. No formal settlement or resolution has been reached yet.
Native Shampoo Reviews
Growing Complaints From Longtime Users
Once hailed as a trustworthy clean beauty brand, Native now faces backlash across various platforms, including Reddit, Amazon, and TikTok. Customers who previously praised its natural formula are now speaking out, citing scalp inflammation, excessive shedding, and even burns after using the shampoo.
Personal Stories Fuel The Legal Case
Several users describe noticeable hair loss within weeks of switching to Native Shampoo. Others mention allergic reactions despite having no prior sensitivities. These anecdotal reports have become a significant part of the lawsuit, offering real-world examples of the alleged product harm. The disappointment is compounded by Native’s branding, which led many to believe they were making a safer, greener choice.
What’s Next For The Native Brand?
As legal proceedings continue, Native faces a critical decision point. The brand may be required to revise its product formulations, provide clearer ingredient labeling, or even rebrand entirely to restore consumer confidence. Transparency, third-party testing, and active engagement with affected customers could be key to rebuilding trust. Whether Native can retain its position in the clean beauty market remains uncertain.
Final Words
The Native Shampoo lawsuit is more than a legal dispute; it’s a wake-up call for the beauty industry. Accusations of PFAS contamination, misleading advertising, and consumer harm challenge the very foundation of clean beauty. For Native, the lawsuit may lead to reputational damage, product reformulation, or even financial settlements. For consumers, the case reinforces the importance of ingredient awareness and skepticism of marketing claims. As this story unfolds, it could reshape how we define “natural” and “safe” in personal care products.
FAQs
What are PFAS, and why are they controversial?
PFAS, or “forever chemicals,” are synthetic compounds known for their persistence in the environment and potential health risks, including hormonal disruption and cancer.
Can customers affected by Native Shampoo join the lawsuit?
Yes, affected users can contact legal firms involved in the class action to join the case. Many law offices have set up online forms for claim submissions.
How can consumers protect themselves from misleading beauty products?
Review ingredient lists, look for third-party certifications like EWG, and stay informed through trustworthy sources. Avoid relying solely on marketing terms like “clean” or “natural.”