In 2023, a consumer sued Unilever, TRESemmé’s parent company, claiming that using Tresemmé shampoo caused her hair loss. In the B2B world, reputation is a fragile and expensive asset to protect.
The History of DMDM Hydantoin
DMDM hydantoin is a preservative found in cosmetics and personal care products. It works by slowing and preventing deterioration in products such as shampoos and hair conditioners, as well as skin care products like moisturizers and foundations.
It’s also an antimicrobial agent used in cosmetics and personal care products. As an antimicrobial, it can help prevent the growth of fungi, yeasts, and harmful bacteria that can cause skin diseases or rashes, for example.
DMDM hydantoin is a “formaldehyde donor,” meaning that, in order to function as a preservative and antimicrobial, it releases small amounts of formaldehyde over the shelf life of a personal care or cosmetic product.
According to the Personal Care Products Council, preservatives like DMDM hydantoin, which “slowly release small, safe amounts of formaldehyde over time,” help prevent the growth of harmful mold and bacteria. A recent safety assessment published in the International Journal of Toxicology reaffirmed that formaldehyde can be safely used in cosmetics if established safety limits are not exceeded..
The Cosmetic Ingredient Review (CIR) also evaluated the scientific data and concluded that DMDM hydantoin is safe as a cosmetic ingredient at current use levels of 0.074% or less. In 2005, the CIR Expert Panel reviewed newly available data on DMDM hydantoin and reaffirmed its conclusion regarding its safety.
The Trigger: A Hair Loss Lawsuit
In 2023, a woman named Holly Schafer claimed her hair fell out after using Tresemmé shampoo. She sued the parent company, Unilever Personal Care & Home USA, for the lawsuit. The lawsuit alleges the use of a chemical that allegedly causes hair loss, thinning, and scalp irritation.
Unilever reportedly knew about the harms of DMDM for about 10 years, and discovered them through several class-action lawsuits in 2012. These lawsuits alleged similar complaints of substantial hair loss linked to the use of its products, most commonly the “Suave Keratin Kit.”
The main lawsuits related to the Tresemmé shampoo case include:
- Strict product liability: Alleging that the product had defects that made it unsafe for consumers.
- Manufacturing defect: Arguing that there were errors in the production process that resulted in a dangerous product.
- Design defect: Stating that the product’s design was inherently unsafe, even if it was manufactured correctly.
- Lack of adequate warning: Stating that the product did not include clear warnings about the potential risks associated with its use.
The Unilever settlement: Admit guilt or close the door?
Unilever set aside $10 million to settle personal injury lawsuits for hair loss. Does this mean they admit the product’s toxicity? Not necessarily. Out-of-court settlements are often made to avoid legal costs and negative publicity, without implying an acceptance of liability..
At TRESemmé, they say they’re proud of their professional heritage and still formulate their products with a salon-quality approach to ingredients and results. The health and safety of those who purchase their products is always their top priority. Therefore, all their formulas are rigorously evaluated by leading experts using industry-proven methods before being marketed.
They also state that their products meet the highest quality and safety standards, complying with all applicable laws and regulations, as well as their own safety assessments. These assessments demonstrate that all Tresemmé products are safe.
Among other responses regarding the case, the company states on its website that “Leading scientists and industry regulators agree that DMDM hydantoin is safe and should not cause hair loss.
This ingredient is widely used in the beauty industry to prevent the growth of bacteria and mold. We use it in select Tresemmé formulas.”
Additionally, please note that no Tresemmé products are being recalled. All of our products meet the highest global safety standards and are safe to use.
Information on networks: Is it reliable?
The first thing Google recommends when searching for information on this case is a video of a TikToker talking about “Is Tresemme Shampoo Bad or Good?”
Although some compounds can be harmful, toxicity depends on the dose. Some people may experience irritation or hair problems due to specific allergies to certain ingredients. This doesn’t mean the product is toxic to everyone.
“Half-truths” often generate misinformation and fear. Therefore, it is crucial to conduct critical research based on verifiable facts.
While I understand the concerns, it’s also important to contextualize the use of ingredients based on their quantity and purpose.
Nowadays, when social media is the primary source of information for many, what can the media do in these cases?
- Prioritize verification: Don’t spread unconfirmed information.
- Collaborate with experts: Give a voice to those who really know.
- Promote education: Encourage critical thinking in your audience.
- Hold influencers accountable: Ask influencers to back up their claims.
The reality is that when a brand launches a product, it must submit numerous studies, quality analyses, and comply with strict regulations. Solid data and science are required.
Trust erodes quickly. Influencers, lacking technical rigor, generate unfounded fears in order to make their videos go viral, creating fear and doubt in the public. The result? Concern, confusion, and, ultimately, potential damage to the brand’s reputation.
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