A recent class action lawsuit filed July 30, 2025, in California federal court accuses Revlon Consumer Products, LLC of deceptively advertising several of its makeup remover pads and towelettes as “biodegradable” despite evidence that standard disposal methods do not permit these products to fully break down naturally.
Details of the Savage v. Revlon Lawsuit
The suit, formally titled Savage v. Revlon Consumer Products, LLC (Case No. 8:25cv1672), claims Revlon prominently prints “biodegradable” on packaging for products such as Almay Biodegradable Micellar Makeup Remover Cleansing Towelettes, Biodegradable Oil Free Micellar Eye Makeup Remover Pads, Longwear Makeup Remover Cleansing Towelettes, Longwear & Waterproof Eye Makeup Remover Pads, and Biodegradable Clear Complexion Makeup Remover Cleansing Towelette.
According to the complaint, consumers are encouraged by these claims to believe the products will fully decompose after disposal. However, because makeup pads and towelettes are most often thrown in the trash and routed to landfills or incinerators, the conditions necessary for biodegradation do not occur. The suit argues this is at odds with consumer expectations and regulatory guidelines.
Regulatory Background: FTC Green Guides and Product Marketing
Central to the case is the Federal Trade Commission’s (FTC) Green Guides, which caution that unqualified degradable claims for items customarily disposed of in landfills, incinerators, or recycling facilities are deceptive, since these environments do not provide conditions for complete decomposition within one year. The lawsuit cites the FTC guidance to support the argument that Revlon’s marketing is misleading.
The complaint maintains that had consumers known the pads and towelettes would not decompose in typical disposal environments, they either would not have bought the products, or would not have paid a premium for them.
Consumer Impact and Alleged Deceptive Practices
The proposed class in the lawsuit consists of all California residents who purchased the identified Revlon makeup remover pads or towelettes marked as biodegradable during the relevant statute of limitations period. Plaintiffs argue Revlon should have known its claims did not accurately reflect how the products behave in real-world disposal scenarios and, by omitting important context, misled environmentally conscious shoppers.
The case asserts that consumers made purchasing decisions based on assumptions of environmental benefit, relying on information that was incomplete or not legally accurate.
Broader Stakes for Beauty and Consumer Goods Marketing
This lawsuit against Revlon could have wider implications for brands that use sustainability claims in their advertising. Legal experts note growing scrutiny around terms like “biodegradable” and “compostable,” warning brands to align marketing with regulatory definitions and consumer disposal reality. Ongoing litigation and regulatory actions could reshape how green claims are used in packaging and point-of-sale communications for beauty, household, and CPG products.
The Revlon case serves as a reminder that clear, substantiated advertising and compliance with both federal and state guidelines are essential for building consumer trust—especially as buyers become increasingly attentive to sustainability and environmental impact claims.
