California Lawsuit Alleges DevaCurl Misrepresented Sale Prices

Silvia Garcia has filed a class action lawsuit against Henkel Corp., doing business as DevaCurl.com, in California state court. Garcia alleges that Henkel advertised fictitious regular prices and phantom markdowns on its website, creating the illusion of significant savings.

“The result is a sham price disparity that is per se illegal under California law,” — DevaCurl class action. Garcia seeks to represent all California consumers who bought DevaCurl products at a supposed discount within the statute of limitations.

Claims of Deceptive Pricing The lawsuit claims Henkel intentionally created inflated reference prices, making the actual selling price appear as a discounted deal—even though the higher price was never real. “The reference price is, therefore, an artificially inflated price.

In turn, the advertised discounts are nothing more than phantom markdowns,” — DevaCurl class action. Garcia alleges Henkel knowingly used this “deceptive pricing scheme” to increase sales and profits by misleading customers…