Thinkbaby, owned by Topix Pharmaceuticals, is at the center of a major class action lawsuit, Cole v. Topix Pharmaceuticals Inc. Et Al (filed October 16, 2025, Case No. 1:25-cv-08577), challenging both the natural and sunblock claims in its baby sunscreen line. The lawsuit, filed in federal court, accuses Thinkbaby of misrepresenting its mineral sunscreens as all-natural and as being able to block all UV rays, allegedly violating FDA rules, FTC guidelines, and consumer protection statutes.
What the Lawsuit Alleges: Ingredients and Advertising Claims
The complaint details that Thinkbaby prominently markets its products as only natural, while actually including synthetics like cetyl dimethicone, caprylhydroxamic acid, and hexyl laurate. It is also not unreasonable for consumers to believe that a sunscreen product is free from unnatural ingredients, because many such products already exist on the market. The suit claims these synthetics, though regarded as safe, are not natural by any accepted industry or scientific definition—potentially misleading eco-conscious parents.
On top of the natural claim, Thinkbaby’s use of the word sunblock is called out as more than just puffery. In 2011, the FDA formally banned sunblock, waterproof, and sweatproof claims on sunscreen packaging, as no lotion or spray can literally block UV rays or guarantee all-day protection. The lawsuit echoes the FDA’s stance that consumers may wrongly “assume these products eliminate all sun risk.
The Consumer Experience: Premium Pricing and Reliance on Claims
The lead plaintiff, a New York resident, noted multiple purchases of Thinkbaby sunscreen specifically due to beliefs that it was both effective and natural, with the expectation that her choices were best for her child’s health and sensitive skin. The complaint argues that Thinkbaby profited from misleading all-natural sunblock language, encouraging purchasers to pay more for perceived safety and efficacy not backed by ingredient statements or real-world product behavior.
Regulator and Precedent: “Natural” Claims Under Fire Across Industry
The FTC has taken action against other sunscreen and personal care brands for 100% natural labels while including synthetics like dimethicone. In a recent case, the FTC sanctioned California Natural for claiming all-natural status for a sunscreen formula that contained eight percent synthetic content. The Commission found that even website disclaimers, if not directly next to purchase or marketing buttons, are insufficient to cure misleading first impressions.
Beyond Coastal, Rocky Mountain Sunscreen, and similar brands have settled or been fined for similar all-natural positioning. The FTC and FDA both maintain that strong substantiation is needed before making any vegan, natural, or chemical-free claim—and that visual and purchase-path marketing is part of what matters legally and to consumers.
Sun Protection for Babies: Why These Claims Matter
Medical organizations reinforce that babies’ skin (older than six months) demands special protection—yet the risk is that natural sunblock messaging might lull consumers into ignoring best practices, such as limiting exposure and proper application, or believing in “total” protection.
Consumer Reports and the Environmental Working Group (EWG) routinely caution parents to scrutinize all natural and safe claims, carefully reviewing ingredient lists regardless of package front branding or website assurances. The Thinkbaby case comes amid increased scrutiny and consumer activism in children’s products, especially as green and clean claims remain top purchase drivers in baby care.
What Consumers and Brands Need Now
If the action is certified or a settlement is reached, affected buyers nationwide may be eligible for a remedy. No upfront lawsuit sign-up is needed; consumers typically receive notifications if eligible for settlement distribution. The suit covers all who purchased Thinkbaby’s product for personal, family, or household use during the prescribed period.
For brands, the message is clear: ensure all natural, mineral, and sunblock-related marketing matches product realities, with transparency and explicit scientific support. Silence on synthetics or overstatements will increasingly expose companies to legal and reputational risk.
