The Native shampoo lawsuit has drawn national attention as consumers allege the presence of harmful chemicals in products marketed as “natural” and “safe.” With accusations ranging from hair loss to false advertising, the case has triggered both legal scrutiny and public concern. Native, a brand built on clean beauty values, now faces a pivotal challenge that could reshape its reputation and the broader natural haircare industry.
Native Brand: A Quick Introduction
Native is a personal care brand known for its minimalist, eco-conscious identity. Initially launched as a small business focusing on clean beauty, it gained rapid popularity due to its transparent branding, sulfate-free formulas, and paraben-free products. Native shampoos are widely available in retail stores and online and are praised for being cruelty-free and made with naturally derived ingredients. Its acquisition by Procter & Gamble in 2020 further amplified its market reach, solidifying its place among top natural care brands. However, recent legal issues have cast a shadow over its credibility and consumer trust.
A Closer Look At The Native Shampoo Lawsuit
The controversy began when multiple consumers reported adverse reactions after using Native shampoo, such as excessive hair loss, scalp irritation, and rashes. These complaints evolved into a class-action lawsuit alleging that Native’s products contain PFAS (per- and polyfluoroalkyl substances), a group of synthetic chemicals known for their persistence in the environment and potential health hazards. Despite marketing itself as a clean, safe product, the lawsuit claims that Native failed to disclose these harmful ingredients, thereby misleading consumers.
Native Shampoo Lawsuit Update 2025
As of mid-2025, the lawsuit is still ongoing, with several class-action cases under review. Native and its parent company, Procter & Gamble, have denied wrongdoing but have yet to provide concrete public clarification regarding PFAS findings. Independent lab tests cited by plaintiffs have allegedly detected PFAS traces in some variants of Native shampoo. Regulatory bodies and advocacy groups are closely monitoring the proceedings, which could have significant implications for the entire clean beauty industry.
Native Shampoo Consumer Reviews
Reports Of Hair Damage
Dozens of customers took to social media and review platforms to share their negative experiences. Common complaints include hair thinning, sudden hair fall, and dry, itchy scalps. Some consumers reported clumps of hair coming out during washes, while others experienced breakouts and redness on the scalp. These incidents raised red flags, especially considering Native’s claim of being safe for sensitive skin and daily use.
Positive Experiences Still Exist
Despite the lawsuit, many users continue to swear by Native shampoo. They appreciate its natural scent, chemical-free promise, and gentle effect on the scalp. Not all users experienced the issues stated in the lawsuit, and a loyal customer base still supports the brand, waiting for more definitive scientific and legal findings.
What’s Next For Native As A Brand?
The Native shampoo lawsuit has placed the company at a crossroads. To maintain consumer trust, the brand may need to reformulate its products, improve transparency, and undergo third-party testing. Regulatory pressure could also push Native to revise its marketing strategies and clarify ingredient labeling. Whether Native emerges stronger or suffers long-term damage will depend on how proactively it addresses these challenges.
Final Verdict
The Native shampoo lawsuit is a stark reminder of the gap that can exist between branding and reality. As consumers become more informed and demand accountability, companies must uphold the promises they make. Native’s journey from a trusted natural brand to a defendant in a major legal controversy shows how rapidly consumer sentiment can shift. The outcome of this lawsuit could set a precedent for the future of clean beauty marketing and product regulation. For now, the spotlight remains firmly on Native and its next move.
FAQs
What are PFAS, and why are they harmful?
PFAS are synthetic chemicals known as “forever chemicals” because they don’t break down easily in the environment. They are linked to health issues like cancer, hormone disruption, and liver damage.
Has Native responded to the allegations?
As of now, Native and Procter & Gamble have denied any wrongdoing and have not issued detailed public statements regarding the PFAS allegations.
Is Native shampoo safe to use?
The safety of Native shampoo is currently under investigation. While many users report positive experiences, those experiencing irritation or hair loss should stop using it and consult a dermatologist.
Can I join the Native shampoo lawsuit?
If you’ve experienced negative effects after using Native shampoo, you may qualify to join the ongoing class-action lawsuits. Legal firms are collecting evidence through online intake forms.
