It's mission is still "All-One," as per the labels. Natural brand Dr. Bronner’s Magic Soaps has upped the ante in its bid to clean up the organic misbranding in personal care aisles, according to the company. The family-owned business filed its Second Amended Complaint in San Francisco Superior Court against numerous personal care companies said to use non-organic pesticide-intensive agricultural and/or petrochemical material to make the main cleansing and moisturizing ingredients of their organic-labeled products.

Former defendant Estee Lauder was dropped from the suit because it has not in fact entered the market under its Aveda brand with OASIS certified products as it had earlier projected. Former defendant Ikove agreed to change its labeling practices of relevant products.

Defendants in the case include, among others:Hain-Celestial (Jason “Pure, Natural & Organic; Avalon “Organics”); Levlad (Nature’s Gate “Organics”); Kiss My Face “Organic”; YSL Beaute Inc (Stella McCartney’s “100% Organic Active Ingredients”), Country Life (Desert Essence “Organics”); Giovanni “Organic Cosmetics”; and the certifiers Ecocert and OASIS.

According to Dr. Bronner’s, its new complaint seeks damages in addition to injunctive relief, for false advertising under the federal Lanham Act, rather than simply the injunctive relief that Dr. Bronner’s sought under California’s Unfair Competition Law (UCL).