Class Action Lawsuit Targets MAC Cosmetics for Alleged Biometric Privacy Violations in Illinois
Class Action Lawsuit Targets MAC Cosmetics for Alleged Biometric Privacy Violations in Illinois
A new class action lawsuit filed August 25, 2025, in Illinois state court alleges that MAC Cosmetics is illegally collecting, storing, and using Illinois consumers’ biometric
Understanding BIPA: The Nation’s Strongest Biometric Privacy Law
Scope, Penalties, and Consumer Classes
Industry Implications: Tech, Privacy, and Reputation
Expert Legal Take and Ethical Standards
A new class action lawsuit filed August 25, 2025, in Illinois state court alleges that MAC Cosmetics is illegally collecting, storing, and using Illinois consumers’ biometric data through its virtual makeup try-on technologies, without obtaining the informed and written consent required by state law. The case, Javid v.
MAC Cosmetics, Inc. ( 2025-CH-08774 ), has ignited conversation about heightened privacy risks tied to the widespread use of facial scanning technology in retail settings. Lawsuit Details and
Technologies Involved According to the complaint , MAC stores and its website deploy live-video and photo-based try-on tools that analyze each user’s facial geometry, which qualifies as “biometric information” under Illinois law.
Shoppers are offered three ways to test virtual makeup: Granting real-time camera access for a “digital mirror” overlay, Taking a facial photo through MAC’s web interface, or Uploading an existing facial image for a virtual product application.
The lawsuit contends that at no point do MAC’s systems or staff inform customers about the data capture, nor do they obtain the express written consent mandated by the Illinois Biometric Information Privacy Act (BIPA).
Understanding BIPA: The Nation’s Strongest Biometric Privacy Law Enacted in 2008, BIPA is widely considered the strictest biometric privacy mandate in the US…
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