all shades, Fresh Sugar Lip Treatment SPF 15, Sugar Advanced Therapy Lip Treatment , and Sugar Advanced Therapy Lip Rescue Ointment .​ According to the filing, Fresh allegedly built a unified marketing message around sugar, using phrases such as “powered by sugar from beet root and sugar cane” and “infused with sugar,” alongside imagery of crystallized sugar on product pages and packaging.

The lawsuit argues that a reasonable consumer seeing the repeated “SUGAR” claims would believe these lip products actually contain sugar and would be willing to pay a premium for them on that basis.​ Why sugar matters in beauty marketing In the complaint, sugar is described as a “simple carbohydrate” prized in skincare for humectant and gentle exfoliating properties, as well as being a natural source of glycolic acid that can support cell turnover.

Because of these perceived benefits, plaintiffs say consumers are drawn to products that explicitly highlight sugar as an active ingredient and may choose Fresh Sugar over less expensive alternatives that lack those claims.​ The lawsuit also points out that Fresh sells other Fresh-branded products bearing “SUGAR” on the front label that do contain…