Eucerin "Natural" Claims Face Lawsuit: Are Moisturizers Truly Natural?

Case Overview: A class action lawsuit alleges Eucerin (Beiersdorf, Inc.) misled consumers by marketing its "Natural Moisturizing Factors Enriched" lotions as natural, despite containing synthetic ingredients.

Consumers Affected: U.S. consumers who purchased Eucerin Intensive Repair Lotion, Advanced Repair Cream, or Advanced Repair Lotion.

Court: Circuit Court of Cook County, Illinois Chancery Division

Eucerin’s “Natural Moisturizing Factors Enriched” label might sound like a dream for clean beauty fans, but a new lawsuit claims it’s just good marketing for not-so-natural ingredients.

Beiersdorf, Inc., the company behind Eucerin, is facing a proposed class action from an Illinois woman who says the skincare brand misled consumers by claiming its popular lotions are enriched with natural moisturizing ingredients, when allegedly they’re packed with lab-made synthetics.

The lawsuit alleges the label gave the false impression that Eucerin’s Intensive Repair Lotion, Advanced Repair Cream, and Advanced Repair Lotion contained ingredients “as found in nature,” when many are made through industrial chemical processes.

Eucerin Accused of Misleading "Natural" Labels

Christine Slowinski, a resident of Schaumburg, Illinois, says she purchased one of the Eucerin products at a Target on July 7, 2024, specifically because it was labeled “Natural Moisturizing Factors Enriched.” Like many consumers, she interpreted that to mean the product contained naturally derived ingredients, not synthetics, she says.

According to the lawsuit, Slowinski had no way of knowing otherwise without a chemistry degree. The ingredients, like synthetic lactic acid and sodium PCA, require complex production methods involving genetically modified bacteria, acid-base reactions, and chemical solvents.

She said she bought the product thinking she was paying for natural ingredients that would be better for her skin, and instead, she says she paid a premium for a product that didn’t live up to the label, wasting time and money, and losing trust in skincare marketing.

Lawsuit Details Lab-Made Ingredients in Popular Lotions

The complaint lays out in detail how the lotion’s so-called “natural” ingredients are made. Synthetic lactic acid, for example, is produced through a multi-step process involving fermented sugars, sulfuric acid, and gypsum. 

Other ingredients, such as glycine, sodium PCA, and arginine HCL, are all created in labs through chemical or industrial fermentation processes.

Even ozokerite, a waxy ingredient used in the Intensive Repair Lotion, is either chemically synthesized from petroleum or mined and heavily refined, making it, according to the lawsuit, anything but natural.

Slowinski argues that Beiersdorf used “natural” language to capitalize on consumer preference for cleaner, simpler ingredients, knowing full well that shoppers wouldn’t dig into the chemistry behind the formula.

Beauty Brands Face Increased Legal Challenges Over Ingredient Claims

This isn’t the first time a beauty brand has faced legal backlash for allegedly misleading claims. In recent months:

• e.l.f. Cosmetics was sued for using oversized containers with less product inside, a tactic known as “slack-fill.”
  
  
• RoC Skincare is battling allegations that its Retinol Rinse-Off Cleanser doesn’t actually deliver anti-aging benefits, because the retinol washes off too quickly.
  
  
• Maelys was hit with a lawsuit accusing it of using digitally altered before-and-after photos to sell its creams.
  
  
• Azure came under fire for claiming its products contained collagen while also advertising them as vegan—despite real collagen being derived from animals.

As for Eucerin, Slowinski is suing for alleged violations of the Illinois consumer laws, fraud, and unjust enrichment and is seeking injunctive relief, damages, fees, costs, and interest. She wants to represent anyone in the country who has bought the company’s products. 

Case Details

• Lawsuit: Slowinski v. Beiersdorf, Inc.
• Case No.: 2025CH04963
• Court: Circuit Court of Cook County, Illinois Chancery Division

Plaintiffs' Attorneys

• Todd Friedmand and Steve G. Perry (Law Offices of Todd M. Friedman, P.C.)

Do you use Eucerin 'Natural Moisturizing Factors Enriched' products? What are your thoughts on these allegations? Share your opinion below.