Monat's marketing practices slammed by Florida AG
The hair care company Monat has agreed to stop making sweeping claims about its products after a Florida investigation found it systematically deceived consumers.
The Florida Attorney General's office spent years examining Monat's business practices dating back to June 2014 and uncovered a pattern of false advertising, unauthorized charges, and stonewalling customers who complained. The company has now signed an Assurance of Voluntary Compliance—essentially a settlement agreement—that bars it from continuing the conduct.
The violations were flagged after consumers flooded the attorney general's office with complaints. Monat offered discounts while hiding mandatory additional purchases from customers. It claimed its shampoos and conditioners were "100% vegan" and "clinically proven" when they weren't. The company also falsely told customers that government agencies had certified its products as "clean, honest in everything."
Customers reported being charged for items they never ordered or received. Some said Monat processed payments without authorization and then refused to issue refunds, cancel accounts, or accept returns. When customers tried to get answers, Monat simply didn't respond.
The company's approach to customer service appears deliberate. When mass cancellations hit in 2018, Monat spokesperson Gene Grabowski told critics there was no constitutional right to complain about a company's practices. "A company has a right to respond any way it wants to," he said.
Monat defended itself by submitting thousands of pages of clinical studies claiming to prove its products worked. The company insisted it had "acted reasonably and in good faith and conducted its business fairly and honestly." The Florida AG took what she called "no position" on that documentation—a diplomatic way of saying she didn't believe it.
Under the settlement, Monat cannot make any health or performance claims without solid scientific evidence backing them up. The company is specifically banned from telling customers their products cause hair loss because "your scalp is detoxifying" or that they're "clinically proven to increase hair growth" or "significantly decrease hair loss." It can no longer claim test results are "scientifically proven" or that "independent lab tests" confirm safety and effectiveness.
The Florida AG's office noted that Monat "fully cooperated" during the investigation—a standard line inserted into these agreements. But the real story is what the investigation revealed: a company that made money by telling people what they wanted to hear, then ignored them when things went wrong.
🤖 Quick Answer
What violations did Monat face according to the Florida Attorney General investigation?Monat was found guilty of systematic consumer deception, including false advertising claims about its hair care products, unauthorized charges, and failure to disclose mandatory additional purchases. The investigation covered practices dating back to June 2014 and accumulated numerous consumer complaints about misleading marketing tactics and customer stonewalling.
What action did Monat take to resolve the Florida investigation?
Monat signed an Assurance of Voluntary Compliance settlement agreement with the Florida Attorney General's office. This agreement legally prohibits the company from continuing its deceptive marketing practices and false product claims, establishing enforceable compliance standards for future business operations.
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