P&G Faces Class Action Lawsuit Over ZzzQuil’s "Natural" Sleep Aid Claims

Case Overview: A class action alleges Procter & Gamble's ZzzQuil PURE Zzzs melatonin sleep aids are falsely marketed as "natural" despite containing synthetic melatonin and other artificial ingredients.

Consumers Affected: California consumers who purchased ZzzQuil PURE Zzzs melatonin pills.

Court: Superior Court of the State of California for the County of San Diego County

Procter & Gamble is facing a lawsuit that accuses the company of deceiving customers with its line of ZzzQuil PURE Zzzs melatonin sleep aids. The lawsuit claims P&G’s bold promise that the supplements “help you fall asleep naturally” is flat-out misleading, because the product contains synthetic, lab-made ingredients—most notably, melatonin.

The company markets these products using the word “naturally” in large green letters across the front label, surrounded by calming images of lavender and chamomile. 

But the complaint alleges that the soothing design is part of a calculated marketing strategy to convince consumers the pills are made from wholesome, nature-derived ingredients. In reality, the suit argues, the melatonin and other components are chemically synthesized using industrial processes and solvents—not grown or extracted from nature.

Consumers Say They Paid Premium for Falsely Advertised Products

The lawsuit was filed by Valerie Perkins, a California resident who says she regularly bought ZzzQuil PURE Zzzs gummies and tablets in 2022. She claims she chose the product specifically because of its “naturally” labeled promise and believed it was free of synthetic ingredients. 

According to the complaint, she would have skipped the purchase (or at least paid less) had she known the melatonin was artificially manufactured.

Perkins says she relied on the product’s label and saw no disclaimers that would’ve told her otherwise. She says she’d still like to use a product that helps her sleep naturally, but can’t trust the label anymore.

Lawsuit Details Synthetic Melatonin and Other Artificial Components

The lawsuit highlights a detailed list of synthetic ingredients in the ZzzQuil PURE Zzzs line, including artificial colorings like Red 40 and Blue 1, chemical binders, and the primary sleep-inducing agent: melatonin. 

According to the complaint, melatonin used in supplements is not extracted from natural sources but rather synthesized using chemical reactions and solvents—an industrial process the lawsuit argues disqualifies the product from being considered “natural.”

Research cited in the complaint shows that consumers are increasingly seeking out natural dietary supplements and expect transparency when it comes to synthetic ingredients. That demand, the lawsuit claims, has created a marketing incentive for companies like P&G to “greenwash” products using natural imagery and language, without delivering on the promise.

Supplement Industry Faces Mounting Challenges Over Labeling Accuracy

The lawsuit notes that most of P&G’s competitors don’t use the “natural” or “naturally” language to market similar products, avoiding what plaintiffs say is misleading territory. But P&G isn’t the only company under fire. 

Just this year, Lemme, the celebrity-backed wellness brand founded by Simon Huck and Kourtney Kardashian Barker, was hit with a proposed class action lawsuit over its “Lemme GLP-1 Daily” capsules. 

The suit alleges that the product is little more than a mix of citrus and saffron extracts deceptively marketed to mimic the appetite-suppressing effects of prescription weight-loss drugs like Ozempic and Wegovy. According to the complaint, the capsules contain no actual GLP-1 agonists and no clinically proven ingredients that suppress hunger.

Bayer, one of the largest names in the supplement space, also faced legal claims that its gummy vitamins included artificial flavors, despite being marketed as free of them.

Other companies have come under fire for dosage and health claims. Force Factor is currently embroiled in a lawsuit over allegedly misleading dosage information for its melatonin supplements, while Costco is defending a case tied to heart-health claims made about its Kirkland Signature fish oil product.

In her lawsuit against P&G, Perkins wants to represent anyone in California who bought the melatonin pills. She is suing for violations of California’s Consumers Legal Remedies Act and California’s Unfair Competition Law and is seeking injunctive relief, damages, restitution, disgorgement, fees, costs, and interest.

Case Details

• Lawsuit: Perkins v. The Procter & Gamble Company
• Case Number: 3:25-cv-01305-TWR-VET 
• Court: Superior Court of the State of California for the County of San Diego County

Plaintiffs' Attorneys

• Craig W. Straub and Zachary M. Crosner (Crosner Legal, P.C.)
• George V. Granade and Michael R. Reese (Reese LLP)

Do you use ZzzQuil PURE Zzzs melatonin? What are your thoughts on its 'natural' claims? Share your opinion below.