Migliaccio & Rathod LLP is investigating whether Etude misled consumers by advertising certain cosmetic products as “cruelty-free” while allegedly selling products in markets where animal testing may still be required for regulatory approval.
Consumers increasingly seek cosmetics that align with their ethical values and frequently rely on cruelty-free claims when deciding which brands to purchase. Some consumer organizations have questioned whether brands can accurately make those representations while continuing to market certain products in jurisdictions where animal testing requirements may still apply.
Consumers who relied upon Etude’s cruelty-free advertising may have paid more than they otherwise would have for products they believed met their ethical expectations.
What Consumers Report
Consumers report:
- Purchasing Etude products because they were marketed as cruelty-free.
- Paying premium prices for cosmetics aligned with their personal values.
- Choosing Etude instead of competing brands because of those representations.
- Learning later that certain products may have been associated with animal testing requirements abroad.
- Feeling misled regarding the company’s marketing.
- Believing they would have made different purchasing decisions had they known the alleged facts.
Why Consumers Should Be Concerned
Cruelty-free claims play a significant role in purchasing decisions for many consumers. Companies should accurately represent the testing practices associated with the products they market so consumers can make informed choices.
This investigation seeks to determine whether Etude’s cruelty-free advertising accurately reflected the products being sold to U.S. consumers.
Potential Claims May Include
- False Advertising
- Consumer Protection
- Deceptive Trade Practices
- Breach of Express Warranty
- Unjust Enrichment
Signs You May Be Affected
You may be affected if:
- You purchased Etude products marketed as cruelty-free.
- You relied upon those claims when making your purchase.
- You paid a premium because of the cruelty-free representations.
- You purchased the products within the past several years.
- You still possess proof of purchase or product packaging.
- You would not have purchased—or would have paid less for—the products had you known the alleged facts regarding animal testing.
If you have encountered these issues, we would like to hear from you. Please complete the contact form on this page, send us an email at [email protected], or give us a call at (202) 470-3520.