ALO Yoga Faces $150 Million Class-Action Lawsuit
Jack UtermoehlALO Yoga Faces $150 Million Class-Action Lawsuit Over Undisclosed Influencer Endorsements
June 18, 2025
Wellness brand ALO Yoga and more than a dozen social media influencers are defending a proposed nationwide class-action lawsuit seeking over $150 million in damages. Plaintiffs from Illinois and Florida allege the company and its partners failed to disclose paid endorsements on Instagram, misleading consumers into paying premium prices for products they believed were independently recommended.
The 38-page complaint, filed in federal court, names customers Alina Sulici (Illinois) and Alex Chihaia (Florida) as lead plaintiffs. They claim they purchased ALO Yoga apparel and subscriptions to the ALO Moves platform after seeing glowing posts tagged by influencers on Instagram, posts that lacked the required “#ad” or “paid partnership” disclosures mandated by the Federal Trade Commission and state consumer protection laws.
“I trusted these creators because I thought they genuinely loved the products,” said Sulici in the filings, “only to discover the posts were paid promotions. Had I known, I would not have paid full price.” The lawsuit asserts violations of the FTC Act, Illinois’ Consumer Fraud and Deceptive Business Practices Act, and unfair-trade-practice statutes in more than 20 states, along with claims of unjust enrichment and negligent misrepresentation.
If certified, the case could force ALO Yoga to change its influencer marketing practices and establish clearer disclosure guidelines. It also serves as a warning to wellness brands about the legal and reputational risks of non-compliant social media campaigns.
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