To be honest, this Vegamour Lawsuit is a clear example of why you should not take the claims of big brands so seriously, and that’s super true when it comes to beauty brands. Why? Because they usually tend to over exaggerate and that’s often disappointing for a lot of customers out there when they finally get to use the products. Anyway, this one’s pretty interesting, so let’s get to the details of this case.
The Rise of Vegamour and the Clean Beauty Pitch
To be honest, Vegamour came into 2016 into the beauty market and communicated the same that people at that time wanted to hear. Yes, there was a growing trend for something like plant-based, cruelty-free hair care that ends up with healthier, thicker hair without any usage of harsh chemicals, and that’s what Vegamour marketed and became a super hit in just a matter of a few years. So much so that the brand even became part of the “clean beauty” movement that kept on expanding.
Not a single doubt in the fact that it was lucky in this regard, since the consumers were already starting to prefer vegan formulas, influencer-backed products, and minimalist branding. Surely, Vegamour ticked all these boxes, and it also attracted a lot of attention from the start because of the celebrities that endorsed it.
Brands such as GRO Hair Serum, GRO+ Advanced, and Ageless Anti-Gray Serum not only had great sales but were also available at well-known retailers, including Sephora and Ulta, you know?
Then, where things went wrong? Like, it was all going super well for them, then what triggered such a response that we’re now talking about this Vegamour Lawsuit? Let’s get to that part now.
What Triggered the Vegamour Lawsuits
It is true that the legal trouble didn’t start overnight. If you are well read on this topic, then you may already know that it followed a familiar pattern seen across the wellness industry: bold marketing claims meeting customer skepticism.
Several complaints and lawsuits pointed to similar issues:
- Marketing language suggesting products were completely safe and risk-free
- Influencer-style reviews that were not clearly independent
- Reports of irritation, redness, and unexpected hair loss
- An accessibility complaint tied to website usability
- Ongoing problems with subscription cancellations and charges
The core issue was the fact that the brand itself was promoting every single product in the same range as “natural” and “no risk,” and customers only noticed the difference when problems appeared, and actually, a lot of these people had come forward with complaints.
Key Moments in the Timeline (2020-2025)
2019-2020: Rapid Growth
This was the time when Vegamour expanded quickly through social media marketing and influencer campaigns. Demand surged, no doubt!
August 2020: Accessibility Lawsuit
This was a big point and one of the first ones where a visually impaired person who was unsatisfied with the accommodation of their needs on the website raised a claim under the Americans with Disabilities Act that the website was not compatible with screen readers. So, this wasn’t about the products, but rather the way the website functioned.
2022: Internal Dispute
Oh, this has more to do with the internal dispute going on, like a former executive filed a wrongful termination lawsuit, which was a clear indication that things weren’t going smoothly behind the scenes.
2023: Advertising Review
And this was the one that caught a lot of people’s attention when the National Advertising Division looked into Vegamour’s social media ads for the Ageless Anti-Gray Serum. And no doubt, in findings, it came out that the company was linked to review sites that were portrayed as independent.
2023-2024: Class Action Lawsuits
This was the time when multiple group lawsuits followed, focused on misleading claims and undisclosed side effects.
2025: Ongoing Cases
As of late 2025, several cases are still unresolved and pretty much ongoing. A good thing is that these cases have now pushed the beauty brands to think a lot before they use these so-called “natural” and “safe” tags on their product labels.
