What is the controversy about
Native built its reputation around the idea of “clean” and “natural” personal-care products. Their shampoos are described as free from sulfates, parabens, and harsh chemicals, which appeals to people who prefer gentler hair care.
Trouble began when concern emerged that some Native products might contain traces of PFAS — per- and polyfluoroalkyl substances, often dubbed “forever chemicals.” PFAS resist breakdown, accumulate over time, and have been linked in various studies to health risks.
For many buyers, this would starkly contradict the brand’s promise of “natural” and “non-toxic” self-care. That tension between marketing and alleged reality is central to the dispute.
What triggered the legal scrutiny
Starting around 2023, a collection of consumer complaints, social-media stories, and web-based calls for action drew attention. Some users reported hair loss, thinning hair, scalp irritation or dryness after using certain Native shampoo variants. These accounts added public pressure and prompted legal-watch groups to look into possible class action or consumer-protection claims.
At the same time, third-party observers raised questions about whether Native’s marketing — phrases such as “simple ingredients,” “clean,” “safe,” “non-toxic” — might be misleading if the products indeed contain synthetic substances or PFAS.
Thus the investigation focused less on proving widespread harm, and more on ingredient transparency and honesty in marketing.
What formal review found so far
Investigation outcome
As of mid-2025, the main case opened by ClassAction.org has been closed. Their status update, dated 14 May 2025, labels the matter “Investigation Complete.” That means no class-action lawsuit was filed and no charges have been brought against Native or its parent company.
In concrete terms:
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No complaint has appeared on public court records.
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No court has reviewed evidence, no trial or settlement has occurred.
Therefore, claims that “Native was sued” are misleading. What happened was a review process — an inquiry — that did not result in legal action.
Oversight of marketing claims
In 2024, the National Advertising Division (NAD), an advertising-self-regulation body, examined Native’s packaging and marketing. It ruled that certain claims were acceptable — for example, the tagline “Clean. Simple. Effective.” and general “safe & simple” statements used in a broad sense.
However, NAD recommended that Native modify or drop more specific wording such as “simple ingredients” when referring to full ingredient lists, because that suggestion could mislead consumers into thinking the overall formulation is minimal or purely natural.
The NAD also required discontinuation of a “Born in the USA” claim, since Native (owned by Procter & Gamble) could not show the products were manufactured entirely in the United States.
Native agreed to those changes. The NAD review dealt solely with marketing language. It did not test the products for PFAS or other chemicals.
What remains unproven or uncertain
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There is no public scientific or regulatory report proving that Native shampoos contained harmful PFAS or other toxins at risky levels.
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The consumer complaints (hair shedding, scalp irritation, dryness) remain anecdotal. There is no peer-reviewed study establishing a causal link between using Native shampoo and long-term hair or health problems.
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The closed investigation suggests legal reviewers did not find enough evidence to go forward. That means either ingredient tests did not support the PFAS claims, or potential harm could not be reliably demonstrated, or both.
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Some of the warnings from critics stem from interpretations of “fragrance,” “surfactants,” or “synthetic compounds.” In cosmetics, even non-PFAS synthetic ingredients may cause irritation in sensitive individuals — but that does not equate to proven toxicity or systemic harm.
What the situation means for buyers
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As of 2025, there is no active lawsuit or legal finding against Native shampoo. The earlier probe ended without further legal action.
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Native no longer uses certain marketing language after the NAD decision (e.g., “simple ingredients,” “Born in the USA”). That suggests the company recognized at least some misalignment between consumer expectations and marketing.
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For people with sensitive scalps or allergies, caution remains valid. Reports of irritation or scalp discomfort exist, though it is unclear how many are due to shampoo chemistry versus individual sensitivity or external factors.
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Consumers who prioritize PFAS-free or fully transparent ingredient lists may wish to wait until independent lab tests or regulatory reviews provide more clarity.
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Because the situation remains unsettled, it is wise to stay informed. Watch for credible scientific reports or regulatory data before assuming risk has passed.
Why this case matters beyond Native
The debate around Native shampoo highlights a broader issue in the personal-care and cosmetics industry. Marketing language like “natural,” “clean,” “simple,” or “non-toxic” often carries strong emotional appeal. These labels shape consumer expectations about safety — but they are rarely regulated strictly.
The involvement of advertising oversight bodies such as NAD signals a shift: regulators and industry groups are becoming more critical about how such labels are used. The case may push for clearer standards or even new regulation of ingredient disclosure and marketing claims.
For consumers, it underscores the value of “ingredient literacy” — carefully reading labels, understanding scientific names, and not relying solely on marketing. It also shows why personal-care choices benefit from skepticism, awareness, and occasionally a bit of research.
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Frequently Asked Questions
Is there a real lawsuit against Native shampoo now?
No. As of May 2025, the main investigation by ClassAction.org is closed. There is no court case, no settlement, and no legal liability for Native at this time.
Did regulators declare the shampoo unsafe?
No regulatory body has issued a safety ban or official warning. The review by NAD concerned only advertising claims, not product safety or ingredient testing.
Does Native shampoo definitely contain PFAS or harmful chemicals?
That remains unproven. The investigation did not confirm PFAS presence at harmful levels. No independent, peer-reviewed study is publicly available to establish PFAS contamination in Native shampoos.
Have people experienced hair loss or scalp problems after using Native products?
Yes — there are many anecdotal reports online of hair thinning, shedding, scalp irritation or dryness. Some users abandoned the brand after such experiences.
Does that count as proof that Native caused those reactions?
No. Anecdotes cannot establish cause. Hair loss or scalp issues can stem from many factors — stress, diet, hormonal changes, other hair-care products or treatments. Without controlled studies or verified ingredient tests, it is impossible to say definitively.
If I care about PFAS or chemical-free hair care, what should I do now?
You may wait for independent lab results or regulatory reviews. Meanwhile, check ingredient lists carefully. Consider alternatives that clearly disclose everything, or use products that type and process ingredients transparently. Watch for peer-reviewed studies or regulatory updates.
