Procter & Gamble has filed a lawsuit in the Middle District of Tennessee against Missouri-based Vi-Jon Laboratories.

The FMCG giant accuses the private label and brand-name manufacturer of producing and selling shampoos across the US in CVS, Dollar General and Kroger that ‘mimic the shape, colors and label’ of its Head & Shoulders brand.

“We invest heavily in all aspects of our product, and its appearance has become inextricably linked with what we stand for to our customers,” Deborah P. Majoras told The Drum. “When a competitor makes products that come too close to our legally protected trademarks and trade dress, it’s unfair to consumers, and to our employees and shareholders, and we will challenge these violations.”

Vi-Jon has yet to respond to the allegations.