Primally Pure reported to US Consumer Protection Agency for not responding to inquiry

Primally Pure, a California-based skincare company, has been referred to the US Federal Trade Commission (FTC) for failing to respond to an inquiry from the National Advertising Division (NAD). The issue arose from online advertising claims about their Primally Pure Sun Cream being a safer alternative to conventional sunscreens, which they claimed contain toxic ingredients with adverse health effects. Despite multiple attempts at outreach, the company did not respond to NAD’s inquiries, leading to the FTC review and potential enforcement action.

This news comes amid broader concerns in the sunscreen industry. Ultra Violette recently withdrew its Lean Screen Mineral Mattifying Skinscreen SPF50+ after tests showed inconsistent SPF results. An investigation by Australian consumer group Choice revealed that 16 out of 20 sunscreen brands failed to deliver the advertised level of skin protection, prompting several companies, including Aspect, Found My Skin, and Endota, to pause sales of certain products.

Cosmetics Business has reached out to Primally Pure for further comments.