Five class-action lawsuits filed between January and May 2025 against Celsius Holdings, Shein, Revolve Group, Alo Yoga, and Beach Bunny Swimwear sought a combined $1.1 billion in damages over undisclosed influencer and affiliate partnerships, according to Morgan Lewis's June 2025 tracking of the case cluster. Every complaint alleges the same underlying gap: a paid promotional relationship that a website or social post never disclosed, the same failure the FTC's Endorsement Guides were written to prevent. Only one of the five cases has reached a ruling on its core claims so far.
How much money is being sought in lawsuits over missing disclosures?
$1.1 billion is the combined total across the five cases, per Morgan Lewis's June 2025 analysis of the cluster, published through Law360. That figure covers only the damages named in the complaints themselves, not any later settlement or judgment, since none of the five had resolved on the merits as of the most recent dockets reviewed for this piece.
Figure 1: Five 2025 lawsuits over missing disclosures sought $1.1 billion combined. Source: Morgan Lewis, "Influencer Marketing Class Actions on the Rise" (June 2025).
The largest individual claim targets Shein, seeking more than $500 million over influencers who allegedly promoted the retailer's products without disclosing they were paid to do so. The smallest, against swimwear brand Beach Bunny, still tops $25 million, which is a reminder that a missing disclosure line is not a small-dollar risk even for a company far smaller than Shein.
Which companies have been sued, and when?
Five defendants make up the entire 2025 cluster: Celsius Holdings, Shein, Alo Yoga's parent Color Image Apparel, Revolve Group, and Beach Bunny Swimwear. Each complaint follows the same template, naming both the brand and the individual influencers accused of failing to disclose payment, free product, or another material connection.
- Dubreu v. Celsius Holdings Inc. et al., No. 5:25-cv-00180 (C.D. Cal.), filed January 22, 2025, seeking more than $450 million.
- Bengoechea et al. v. Roadget Business PTE Ltd d/b/a Shein et al., No. 1:25-cv-01402 (N.D. Ill.), filed February 10, 2025, seeking more than $500 million.
- Sulici et al. v. Color Image Apparel d/b/a Alo Yoga et al., No. 1:25-cv-03928 (N.D. Ill.), filed April 11, 2025, seeking more than $75 million. Some trade coverage, including JD Supra, later cited a $150 million demand from the same complaint; this piece uses the $75 million figure because it is the one consistent with Morgan Lewis's five-case, $1.1 billion total.
- Negreanu v. Revolve Group Inc. et al., No. 2:25-cv-03186 (C.D. Cal.), filed April 11, 2025, seeking more than $50 million.
- Pop v. Beach Bunny Swimwear Inc. et al., No. 2:25-cv-04085 (C.D. Cal.), filed May 7, 2025, seeking more than $25 million.
Two of the five, Alo Yoga and Revolve, were filed on the exact same day, April 11, 2025, by cooperating plaintiffs' firms running near-identical legal theories. That pattern of undisclosed affiliate content is the same gap our website disclaimer statistics research found across 69.19% of YouTube videos carrying affiliate links.
Figure 2: Damages sought in 2025 disclosure lawsuits, by company. Source: Morgan Lewis, "Influencer Marketing Class Actions on the Rise" (June 2025).
Ranked by dollar amount, the five cases fall into a clear top-heavy pattern: two demands above $400 million, and three well under $100 million each, which the next section breaks down as a share of the combined total.
How fast did these cases pile up in 2025?
The five lawsuits arrived in waves rather than a slow drip: one in January, one in February, none in March, then two on the same day in April and a fifth in May. That is five separate suits inside 105 days, a pace that caught brand and retail legal teams off guard mid-year.
Figure 3: Cumulative disclosure lawsuits filed, January to May 2025. Source: Morgan Lewis, "Influencer Marketing Class Actions on the Rise" (June 2025); individual case filings via PacerMonitor and Justia dockets.
The underlying compliance gap predates 2025 by years. Only 10.49% of YouTube videos and 7.03% of Pinterest pins carrying affiliate links disclosed the relationship at all, per the Princeton study we cover in what percentage of blogs use affiliate disclosures, so 2025's lawsuit wave looks less like a new problem and more like plaintiffs' firms finally pricing an old one.
How is the $1.1 billion split across the five cases?
Shein and Celsius alone account for 86.4% of every dollar sought across the cluster, 500 million and 450 million of the combined 1.1 billion, respectively. The remaining three cases, against Alo Yoga, Revolve, and Beach Bunny, together make up less than 14% of the total demanded.
Figure 4: Share of the $1.1 billion sought, by case. Source: Morgan Lewis, "Influencer Marketing Class Actions on the Rise" (June 2025).
A demand letter that large is not evidence of a proportionally large compliance failure. Beach Bunny's smaller case alleges the identical legal theory as Shein's, which means case size here tracks company revenue and brand ambassador headcount more than it tracks how badly a disclosure was missing.
What legal rule do these lawsuits rely on, and how far have they gotten?
All five complaints cite the FTC's Endorsement Guides at 16 CFR Part 255, the rule requiring any "material connection" between a brand and an endorser to be disclosed clearly and conspicuously. The FTC enforces that same rule directly, backed by a civil penalty that reached $53,088 per violation as of 2026, though none of the five 2025 lawsuits were brought by the FTC itself; all five are private consumer class actions.
Figure 5: Share of the 5 disclosure lawsuits ruled on so far. Source: PacerMonitor, Justia, and TheFashionLaw case coverage, reviewed 2026.
Case progress has been uneven. Revolve's case was compelled into individual arbitration in September 2025, striking the proposed class and leaving the claims against its named influencers unresolved. The Celsius motion to dismiss, filed May 12, 2025, remained pending as of the most recent public docket entry reviewed for this piece, and no ruling has been located for the Shein, Alo Yoga, or Beach Bunny motions either. None of that history changes what actually closes the gap: a disclaimer covering affiliate links and paid partnerships filed before a plaintiff's firm goes looking for one.
How does each lawsuit compare?
| Company | Damages sought | Filed | Status |
|---|---|---|---|
| Shein | $500M+ | Feb 10, 2025 | Motion to dismiss pending |
| Celsius Holdings | $450M+ | Jan 22, 2025 | Motion to dismiss pending |
| Alo Yoga (Color Image Apparel) | $75M+ | Apr 11, 2025 | No public ruling found |
| Revolve Group | $50M+ | Apr 11, 2025 | Compelled to arbitration, Sep 2025 |
| Beach Bunny Swimwear | $25M+ | May 7, 2025 | No public ruling found |
| Total (5 cases) | $1.1 billion+ | Jan-May 2025 | -- |
Source: Morgan Lewis, "Influencer Marketing Class Actions on the Rise" (June 2025); PacerMonitor and Justia dockets, reviewed 2026.
The Bottom Line
$1.1 billion sought across five lawsuits in 105 days is a clear signal that missing disclosure has moved from a marketing footnote to a litigation target, and the plaintiffs' bar is not waiting for the FTC to act first. Only one of the five cases has reached a ruling on its core claims so far, so the eventual payout could land far below $1.1 billion once motions to dismiss and arbitration clauses run their course. The practical exposure is the same regardless of how these five cases resolve: any business paying for a review, a sponsored post, or an affiliate link needs a disclosure that names the relationship plainly, not one buried in a bio link or left off entirely.
Frequently Asked Questions
What is the total amount sought in lawsuits over missing disclosures? At least $1.1 billion combined, across the 5 class-action lawsuits that Celsius Holdings, Shein, Revolve Group, Alo Yoga, and Beach Bunny Swimwear faced between January and May 2025, according to Morgan Lewis's June 2025 tracking of the case cluster.
Which companies have been sued over undisclosed influencer or affiliate relationships? Five companies were named in the 2025 cluster: Celsius Holdings (sued January 22, 2025, more than $450 million sought), Shein (February 10, 2025, more than $500 million), Alo Yoga's parent Color Image Apparel and Revolve Group (both April 11, 2025), and Beach Bunny Swimwear (May 7, 2025, more than $25 million).
What legal rule do these disclosure lawsuits rely on? All 5 complaints cite the FTC's Endorsement Guides at 16 CFR Part 255, which require a clear and conspicuous disclosure of any material connection between an endorser and a brand. The FTC's own maximum civil penalty for a knowing violation reached $53,088 per violation as of 2026.
Have any of the 2025 disclosure lawsuits been resolved? Only 1 of the 5 has reached a ruling on its core claims. A September 2025 order compelled Revolve's case into individual arbitration and struck the proposed class, while the Celsius and Shein motions to dismiss remained pending as of the most recent public dockets reviewed for this piece.
Where the Numbers Come From
- Morgan Lewis. (2025). "Influencer Marketing Class Actions on the Rise: Common Themes and Key Takeaways." The primary tracking source for all five 2025 cases, their filing dates, and damages figures, totaling more than $1.1 billion combined.
- TheFashionLaw. (2025). "Court Sends Revolve Influencer Ad Lawsuit to Arbitration." Coverage of the September 2025 order compelling Negreanu v. Revolve Group into individual arbitration.
- Justia Dockets. "Mariana Dubreu v. Celsius Holdings Inc. et al., No. 5:25-cv-00180." Public docket used to confirm the pending status of the Celsius motion to dismiss.
- Federal Trade Commission. "Penalty Offenses Concerning Endorsements." Source for the Endorsement Guides at 16 CFR Part 255 and the per-violation civil penalty figure.
- JD Supra / Weintraub Tobin. (2025). "The Briefing: Influencer Fail, Alo Yoga and Influencers Named in $150M Class Action Lawsuit for FTC Violations." Cited for the alternate damages figure reported in some trade coverage of the Alo Yoga case.
Note: All figures verified as of October 2026. Case status can change quickly while motions remain pending; check the linked dockets directly for the current posture of any single case before citing a status as final.
