Alo Yoga, the Los Angeles activewear brand owned by Color Image Apparel, is defending several lawsuits on different fronts. The Alo Yoga lawsuit drawing the most attention is a $150 million class action filed in April 2025 accusing the company and fifteen Instagram influencers of hiding paid endorsements from consumers. Separately, Alo has settled a privacy class action over its Alo Moves streaming service, faces individual arbitration claims over website tracking, and is defending a putative class action over unwanted marketing texts.
The $150 Million Influencer Class Action
On April 11, 2025, Alina Sulici of Illinois and Alex Chihaia of Florida sued Color Image Apparel (doing business as Alo Yoga), ALO, LLC, and fifteen influencers in the United States District Court for the Northern District of Illinois.1PACER Monitor. Sulici et al v. Color Image Apparel d/b/a Alo Yoga et al The case is docketed as No. 1:25-cv-03928.2Frankfurt Kurnit Klein & Selz. Another Influencer Class Action, This Time Against Alo Yoga
The complaint alleges that the influencers promoted Alo on Instagram while presenting themselves as authentic yoga and fitness enthusiasts rather than paid endorsers.3Morgan Lewis. Latest Influencer Marketing Class Actions Pinpoint 5 Themes Instead of standard disclosures like “#ad” or “#paidpartner,” the posts allegedly used ambiguous brand hashtags such as #aloRUNNER that do not clearly signal a commercial relationship.2Frankfurt Kurnit Klein & Selz. Another Influencer Class Action, This Time Against Alo Yoga The plaintiffs say consumers relied on the influencers’ apparent impartiality and paid a premium for Alo products they would have paid less for, or skipped entirely, had the sponsorships been transparent.
Who Is Named
The fifteen influencer defendants are Tessa Brooks, Lexi Wood, Madison Teeuws, Briget Starlee, Michelle Salas, Coral Simanovich Roberto, Veronka Rajek, Sara Orrego, Gizele Oliveira, Georgina Mazeo, Bruna Lirio, Ludi Delfino, Joy Corrigan, Josie Canseco, and Olivia Ponton.1PACER Monitor. Sulici et al v. Color Image Apparel d/b/a Alo Yoga et al Ponton was terminated as a party on August 15, 2025; the docket does not say why.
Claims and Relief Sought
The suit invokes the FTC Act and Illinois and Florida consumer-protection statutes, framing the undisclosed endorsements as deceptive advertising.2Frankfurt Kurnit Klein & Selz. Another Influencer Class Action, This Time Against Alo Yoga The plaintiffs rely on the FTC’s Endorsement Guides, which require that any material connection between an endorser and brand be disclosed in a way that is hard to miss and uses unambiguous language.4Federal Trade Commission. Disclosures 101 for Social Media Influencers The complaint seeks more than $150 million in damages plus restitution, injunctive relief, and attorneys’ fees. One analysis of the case describes the request as in excess of $75 million, suggesting different figures may attach to different counts or subclasses.3Morgan Lewis. Latest Influencer Marketing Class Actions Pinpoint 5 Themes
The case is in its early stages. Legal commentators have said it is unclear whether it will survive a motion to dismiss, because plaintiffs face substantial hurdles proving that individual consumers actually relied on the missing disclosure when they bought. The FTC’s Endorsement Guides themselves are not legally binding and give consumers no private right to sue; plaintiffs use them as the yardstick for deception under the FTC Act and comparable state laws.3Morgan Lewis. Latest Influencer Marketing Class Actions Pinpoint 5 Themes
Part of a Larger Wave
The Alo case is one of several near-identical suits filed against consumer brands in early 2025. Others include a $500 million action against Shein, a $450 million action against Celsius Holdings, and a $50 million-plus action against Revolve Group, all built on the same FTC Endorsement Guides theory and the same “price premium” damages argument, and all naming individual influencers alongside the brand.3Morgan Lewis. Latest Influencer Marketing Class Actions Pinpoint 5 Themes
Alo’s Earlier FTC Referral
Alo has been on the FTC’s radar over influencer disclosures before. In 2018, the Electronic Retailing Self-Regulation Program (ERSP) opened an inquiry into Alo’s Instagram posts. When the company did not confirm it would follow the ERSP’s recommendations, the matter was referred to the FTC. After the FTC contacted Alo, the company reengaged with the ERSP and voluntarily agreed to modify the posts. No formal enforcement action or penalty followed, and the FTC closed the matter with an administrative letter dated June 20, 2019.5Federal Trade Commission. Alo, LLC d/b/a Alo Yoga – Endorsement Claims
The Alo Moves Privacy Settlement (Hayek v. Alo, LLC)
In a separate matter, Alo reached a proposed settlement in Hayek et al. v. Alo, LLC (Case No. 2024LA00000193, Circuit Court of the 19th Judicial District, Lake County, Illinois) over its Alo Moves streaming fitness service. Qualifying class members were to receive a voucher for three months of free access to Alo Moves, valued at $38.79 and transferable, redeemable within six months of issuance.6Top Class Actions. Alo Moves Privacy Class Action Settlement Class counsel requested up to $625,000 in fees, with incentive awards of up to $2,000 for each class representative.7Hayek Settlement. Hayek et al. v. Alo, LLC Settlement FAQ
The claim deadline was November 18, 2024, and the opt-out and objection deadline was October 18, 2024, with a final approval hearing set for December 19, 2024. The claims period is closed. The settlement website had not confirmed final court approval as of the last publicly available information.8Hayek Settlement. Hayek et al. v. Alo, LLC Settlement
Website Tracking Arbitrations
A separate law firm is pursuing individual arbitration claims, not a class action, against Alo over aloyoga.com’s data practices. The firm alleges the site collects visitor data and shares it with third parties without proper disclosure or consent, potentially violating the California Invasion of Privacy Act (CIPA) and related consumer fraud laws.9Bryson ClassAction.org. Alo Yoga The arbitrations are on behalf of people who held an account or made a purchase on aloyoga.com within the past two years. No resolution has been publicly reported.
TCPA Text Message Cases
Alo has also faced litigation under the Telephone Consumer Protection Act over marketing text messages. An initial suit was voluntarily dismissed without prejudice on January 20, 2026, shortly after Alo filed a motion to dismiss; the plaintiff and case number are not publicly detailed.10TCPA World. Round Two: Alo Yoga Hit With Another TCPA Putative Class Action
A second putative class action followed almost immediately. In Teresa Gray v. Alo Yoga (Case No. 2:26-CV-01484), Gray alleges she received unsolicited marketing texts from Alo even though she was registered on the National Do-Not-Call Registry and had never given the company consent to contact her.10TCPA World. Round Two: Alo Yoga Hit With Another TCPA Putative Class Action That case is pending as of February 2026.