Gutride Safier LLP Files Class Action Against Nivea Over Misleading “Natural” Skincare Claims.
Nivea, one of the most recognizable names in skincare, is facing serious legal trouble over how it markets some of its most popular products.
A newly filed class action lawsuit claims the company has been misleading shoppers by labeling certain lotions and creams as “natural,” even though many of the ingredients are allegedly synthetic.
The lawsuit focuses on Nivea’s “Naturally Good” and “Nourish by Nature” product lines.
If you’ve seen them on shelves, you might remember labels boasting “98% naturally derived ingredients,” often alongside leafy greens, fruit imagery, and other earthy cues.
These labels are designed to make customers feel like they’re choosing something clean, plant-based, and better for their skin.
But according to the plaintiffs, that’s not the full story.
Filed in April 2025 in federal court in Northern California, the complaint alleges that the so-called “natural” products are packed with chemical additives.
One example cited is the Nourish by Nature Avocado Enriched Lotion, which reportedly contains 20 ingredients, more than half of which are synthetic. Despite the avocado on the front, the back tells a different tale.
How does Nivea justify calling these ingredients natural? The brand uses a little-known formula called the ISO 16128 standard, a scientific framework that allows a processed ingredient to still be considered “natural origin” if over 50% of its molecular structure comes from nature.
The problem, according to the plaintiffs, is that this definition is way out of step with what everyday people think of as natural and most consumers have no idea what ISO 16128 even is.
The class action was filed by five California residents: Aisley Davis, Julius Yarbough, Valerie Robins, Marisol Scharon, and Kathryn Bowman. They say they bought the products under the impression they were made with mostly natural ingredients and were misled into paying more based on that belief.
Representing them is Gutride Safier LLP, a San Francisco law firm known for going after big brands over deceptive marketing. Attorneys Seth A. Safier and Anthony J. Patek are leading the charge, asking the court to stop Nivea from making these claims and to award damages to California consumers who purchased the products dating back to April 2021.
This lawsuit is part of a larger pushback against what’s commonly referred to as “greenwashing” when companies exaggerate or falsely claim that their products are natural, organic, or eco-friendly to win over conscious consumers.
With demand for clean beauty products at an all-time high, so too is scrutiny of how those products are advertised.
Nivea has not yet issued a public statement in response to the allegations. But depending on how the case plays out, the company may have to revisit both its marketing strategy and its formulations. If the plaintiffs succeed, this lawsuit could set a major precedent for what brands can and can’t say when it comes to the word “natural.”
Gutride Safier LLP is a nationally recognized law firm based in San Francisco, with offices in Boulder and New York. Founded by Adam J. Gutride and Seth A. Safier, the firm specializes in consumer class actions, false advertising, privacy, and complex litigation.
Its attorneys bring experience from top law firms, federal clerkships, and academic roles, allowing the firm to handle high-stakes cases with agility. Gutride Safier has secured billions in settlements and is known for taking on deceptive marketing and consumer protection cases.
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