Thinkbaby , owned by Topix Pharmaceuticals , is at the center of a major class action lawsuit, Cole v. Topix Pharmaceuticals Inc. Et Al (filed October 16, 2025 , Case No. 1:25-cv-08577 ) , challenging both the natural and sunblock claims in its baby sunscreen line.
The lawsuit, filed in federal court, accuses Thinkbaby of misrepresenting its mineral sunscreens as all-natural and as being able to block all UV rays, allegedly violating FDA rules, FTC guidelines, and consumer protection statutes. What the Lawsuit
Alleges: Ingredients and Advertising Claims The complaint details that Thinkbaby prominently markets its products as only natural, while actually including synthetics like cetyl dimethicone, caprylhydroxamic acid, and hexyl laurate .
It is also not unreasonable for consumers to believe that a sunscreen product is free from unnatural ingredients, because many such products already exist on the market.
The suit claims these synthetics, though regarded as safe, are not natural by any accepted industry or scientific definition—potentially misleading eco-conscious parents. On top of the natural claim, Thinkbaby’s use of the word sunblock is called out as more than just puffery.
In 2011 , the FDA formally banned sunblock, waterproof , and sweatproof claims on sunscreen packaging, as no lotion or spray can literally block UV rays or guarantee all-day protection. The lawsuit echoes the FDA’s stance that consumers may wrongly “assume these products eliminate all sun risk…
