Think Baby Faces Class Action Over “Natural Sunblock” Label
By Rachel Dapeer · Published November 14, 2025 · Updated November 14, 2025
Quick Take
- A New York parent has filed a proposed nationwide class action alleging Think Baby sunscreen is mislabeled as “Natural Sunblock” and “reef friendly.”
- The suit says “sunblock” overstates protection and violates FDA guidance, while “natural” is inaccurate because the product contains synthetic ingredients.
Check out the Tiktok Breakdown of this Article with @ThatAttorneyRachel
Key Allegations
- Defendants: Topix Pharmaceuticals, Inc. and Think Operations, LLC (maker and marketer of Think Baby sunscreen).
- Plaintiff: A New York consumer who purchased the product for her child.
- Court: U.S. District Court for the Southern District of New York.
- Claims raised: False advertising, consumer-protection violations, breach of warranty, and unjust enrichment.
- Challenged phrases: “Natural Sunblock” and “reef friendly.”
- Ingredients cited as synthetic: Cetyl dimethicone, caprylhydroxamic acid, among others.
Regulatory Background
- The U.S. Food and Drug Administration regulates over-the-counter sunscreen as a drug product.
- FDA guidance advises against using terms such as “sunblock,” “waterproof,” or other absolute claims because no product blocks 100 percent of ultraviolet radiation.
- Marketing terms like “natural,” “reef friendly,” and “chemical-free” are not defined in federal statutes; they are often evaluated under state consumer-protection laws when synthetic ingredients are present.
Broader Industry Context
The filing joins a recent wave of litigation targeting labeling in skincare products. Other disputed marketing terms include:
- “Hypoallergenic” and “dermatologist-approved” claims in skin-care lines
- Statements implying medical treatment without FDA approval
- Environmental assertions such as “reef safe” that lack standardized definitions
What Happens Next
Upcoming steps may include:
- An initial motion to dismiss or answer to the complaint
- Class-certification briefing to determine whether a nationwide purchaser class can proceed
- Potential court review of whether the disputed language must be removed from future packaging
Official Source
Video commentary on the lawsuit is available at this TikTok link ↗.