The Bask and Lather lawsuit filed in federal court in January 2026 is not about the company’s haircare products — it targets how the brand sends marketing text messages. The complaint was brought under the Telephone Consumer Protection Act. Separately, and not part of the lawsuit, hundreds of consumers have filed complaints alleging scalp burns, hair loss, and difficulty getting refunds.
What the Federal Lawsuit Claims
Plaintiff Briauna Fisher filed her class action complaint against Bask and Lather LLC on January 30, 2026, in the U.S. District Court for the Central District of California. The case was assigned to Judge Sunshine Suzanne Sykes and carries case number 5:26-cv-00407.1Law360. Briauna Fisher v. Bask and Lather LLC The claims arise under the TCPA, the federal statute that restricts unsolicited calls and text messages to consumers.
Fisher is represented by the Law Offices of Jibrael S. Hindi, with Buchalter LLP also listed on the docket.1Law360. Briauna Fisher v. Bask and Lather LLC The case is in its early stages. No class has been certified, no settlement has been reached, and no substantive rulings have been issued as of the most recent available records.
The Law Firm Driving the Case
The Hindi firm has been central to a broader campaign of “quiet hours” TCPA litigation. According to reporting by the Ecommerce Alliance, the firm and its associates have initiated roughly 97 percent of such cases or demand letters observed since November 2024, hitting more than 350 companies.2Ecomm Alliance. Pattern of Missed Court Deadlines and Show Cause Orders Mounts
The firm has recruited plaintiffs online, advertising that any text received after 9 p.m. could be “unlawful” and promising compensation of $500 to $1,500 per message on a contingency basis. Critics have questioned the viability of many of these cases, pointing out that plaintiffs often gave prior consent to receive the texts. Federal courts in multiple districts have issued orders to show cause against Hindi-affiliated attorneys for missed deadlines and failure to prosecute.2Ecomm Alliance. Pattern of Missed Court Deadlines and Show Cause Orders Mounts That history does not determine the merits of Fisher’s specific claims, but it may shape how the litigation moves.
Consumer Complaints About the Products
The lawsuit is about text messages. The louder public conversation around Bask & Lather is about the products themselves, and the two should not be confused. The Better Business Bureau profile for Bask and Lather LLC lists 116 total complaints in the last three years, with 106 closed in the past 12 months. The company is not BBB-accredited.3BBB. Bask and Lather LLC Complaints
The complaints break down into product issues (55), delivery problems (40), and service or repair disputes (17).4BBB. Bask and Lather LLC Complaints Product-side reports include:
- Scalp burning and irritation, with multiple users describing their scalps as feeling “on fire,” alongside itching and redness.
- Significant shedding, thinning, visible bald spots, and locs falling out.
- Allergic reactions ranging from red bumps and hives to facial swelling and, in at least one case, symptoms that spread to the neck and back and required urgent medical care.5BBB. Bask and Lather LLC Customer Reviews
In its BBB responses, Bask & Lather has maintained that its products are “formulated with high-quality ingredients” while acknowledging that individual sensitivities can occur. The company typically requests order information, photos, and batch numbers for internal investigation, and advises anyone experiencing symptoms to stop using the product and seek medical attention.5BBB. Bask and Lather LLC Customer Reviews
Refunds, Subscriptions, and Customer Service
The refund process is itself a source of complaints. Bask & Lather enforces a strict no-refund, no-return policy that it says customers agree to at checkout. For missing packages marked “delivered,” the company has generally offered store credit or reshipment rather than money back. For adverse-reaction complaints, a “courtesy” refund is sometimes offered after BBB escalation, but the default position is that used products cannot be refunded.4BBB. Bask and Lather LLC Complaints
Several consumers also reported trouble canceling the company’s “Subscribe & Save” feature and being charged for shipments they no longer wanted.3BBB. Bask and Lather LLC Complaints The company does not offer phone support and has stated that email is its only reliable contact method, which some customers say has left messages unanswered for long stretches.4BBB. Bask and Lather LLC Complaints
Similar Cases in the Haircare Industry
Bask & Lather is not the only textured-haircare brand facing legal scrutiny. Mielle Organics is defending a multi-plaintiff class action consolidated in the U.S. District Court for the Northern District of Illinois. That case, filed in late 2024 against Mielle Organics LLC and parent company The Procter & Gamble Company, alleges that several rosemary mint products marketed as beneficial for hair growth actually carry a risk of hair loss, scalp blisters, sores, and irritation.6AboutLawsuits. Mielle Organics Hair Loss Lawsuit Multi-Plaintiff Class Action
The Mielle plaintiffs bring claims of fraud, unjust enrichment, and violations of state consumer protection laws, arguing that consumers would not have purchased the products, or would have paid less, had the risks been disclosed.7ClassAction.org. Mielle Lawsuit Alleges Organics Rosemary Mint Hair Oil May Cause Hair Loss Note the difference: the Mielle case targets the products; the Bask & Lather case targets the text messages.
Why the Marketing Channel Matters
Bask & Lather Co. was founded in 2020 by Shaina Rainford, a board-certified nurse practitioner based in Yonkers, New York. The company describes itself as a nine-figure, bootstrapped business with more than two million email and SMS subscribers and claims 100 percent year-over-year growth.8HBCU Empower. Shaina Rainford Speaker Profile It ranked No. 1,008 on the 2025 Inc. 5000 list and has been described as the top-ranked Black-owned haircare brand on Amazon and a leading seller on TikTok Shop.9iHeartRadio Q102. Shaina Rainford, Founder and CEO of Bask and Lather Co That two-million-strong SMS list is the same channel Fisher’s TCPA complaint puts at issue.