A proposed class action—Garcia v Hairmax International LLC, was filed in California federal court targeting the laser hair therapy brand Hairmax. The lawsuit asserts that Hairmax unlawfully failed to make clear and conspicuous auto-renewal disclosures as mandated by the California Automatic Renewal Law (ARL), California Unfair Competition Law, and California Consumers’ Legal Remedies Act.
Hairmax’s checkout page displayed critical auto-renewal language only in small, gray, 10.5-point font beneath a large, vivid PAY NOW button, making it easy to overlook. While a link was provided to the cancellation policy, the suit insists there was no explicit description of the complete instructions on how to cancel, a clear requirement of the ARL.
Dark Patterns and Consumer Impact
The complaint highlights that Hairmax’s checkout flow forces users to navigate multiple steps and confirmation screens to cancel subscriptions. Even locating the cancellation route requires clicking a link from an order confirmation email. These practices,…
the filing argues, exemplify dark patterns, deliberate UX designs that make canceling subscriptions frustrating and confusing. The lead plaintiff, a California resident, said she purchased Hairmax conditioner for $32.93 in May 2025, but was auto-charged another $31.95 a month later, and had to take extra steps to cancel.
The suit seeks monetary restitution and class certification for “all persons who, while in California, purchased a product or service from Hairmax.com in response to an automatic renewal offer” within the statute of limitations.
Regulatory and Industry Crackdown Hairmax’s troubles mirror a broader crackdown on dark patterns and opaque subscription practices in the U.S.
In 2025, California and federal authorities brought numerous cases, including a $7.5 million settlement against HelloFresh and a record-setting $2.5 billion FTC settlement against Amazon, both targeting unclear or manipulative subscription experiences and persistent obstacles to cancellation…
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.