Colgate-Palmolive owned Tom’s of Maine has vowed to defend itself ‘vigorously’ against a class action lawsuit that has been bought against the brand, according to a report published by Legal NewsLine.

The plaintiffs, who filed their complaint in New York, allege that Tom’s of Maine products are incorrectly labelled as ‘all natural’, and the premium price tag they command is therefore unjustified, and that they have suffered damage as a result of their purchase.

“Tom’s of Maine is focused on providing products that are natural, sustainable and responsible. We use stewardship standards that you can see on our website,” JoAnne Murphy, Marketing Director of Tom’s of Maine told Legal NewsLine. “We also list every ingredient, its purpose and its source on our website because we value transparency. We are aware of the lawsuit, disagree with the allegations contained in the complaint, and intent to vigorously defend the company in this litigation.”

The plaintiffs are seeking compensatory, statutory and punitive damages, as well as costs.