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October 8, 2013 / Shehnaz M. Bhujwala

Recent Study Confirms Expensive “no!no! Hair Removal System” Is No More Effective Than Shaving

Are you a California resident who purchased the no!no! Hair Removal System? Did you purchase it based on the manufacturer’s claims that it offers long-lasting or even permanent hair  removal results? If so, your rights under California law may have been violated by such false and misleading claims.

The no!no! Hair Removal System is a popular hair removal product that consists of a small wire mounted toward the open end of a rectangular metal casing. When the user turns on the device, the wire heats up and melts the user’s hair upon contact. The user is then supposed to rub the treated area with an abrasive buffing pad which is included with the product, in order to remove the burnt hair. The manufacturer of this product has engaged in an increasingly heavy campaign of national television and Internet advertising to the general public to promote sales of the product. Unfortunately, many of these claims are false.

For example, the manufacturer of the no!no! Hair Removal System repeatedly claims in product labeling and advertising that use of the product results not simply in a removal of hair, but in the reduction of hair re-growth and hair density. The company claims, for example, that “[a]s you continue with the no!no! treatment [sic] less hair grows back…” (Link.) In info-mercials, the manufacturer claims that “no!no! not only slows down hair regrowth so that you can remove your hair less and less often  – over time , it actually helps keep it from growing back!” (Link.)  In fact, the company has boldly asserted that use of the product results in “[u]p to 94% less hair regrowth with no pain, no mess, no stress.” (Link.) The company’s website and videos have also described the product as a “permanent” hair remover while others claim that the results are supported by science and research:

  • “no!no! uses Thermicon, a heat-based technology, that singles the hair down to the root…” (Link.)
  • “no!no! uses science, not magic, to get these great results” (Link.).
  • “The great thing about no!no! is that it has been shown scientifically to actually have an effect similar to what lasers accomplish in the dermatologist office.” (Link.)

The manufacturer has not submitted these studies to the FDA, meaning there is no FDA clearance for the product or the claims about its use and efficacy. These unsupported claims are designed to mislead and deceive consumers into buying this expensive and ineffective product.

However, a recent study conducted by the Department of Ophthalmology, Dermatology, Otolaryngology, out of Vanderbilt University Medical Center, and published by the National Center for Biotechnology Information, suggests that the no!no! Hair Removal System is no more effective than shaving with a razor. The results demonstrated that shaving and using the hot-wire no!no! device are indistinguishable both in short-term and long-term effect, based on visual assessment of photographs of areas where the product was used and a statistical analysis of the hair count following use. The study concluded that the no!no! device does not produce lessened hair density, decrease hair re-growth, change hair thickness or color, or offer any benefit as compared to shaving.

California consumer protection laws make it illegal to use false or misleading advertising, or claim positive health benefits of a product without support, in order to sell the product to consumers. The results of this latest study showing the ineffectiveness of the no!no! Hair Removal System makes clear that the company behind no!no! is defrauding consumers with their false and misleading claims regarding this product.

If you or someone you know are a California resident who recently purchased the no!no! Hair Removal System, please contact Khorrami Boucher Sumner Sanguinetti, LLP for a free and confidential consultation concerning your legal rights. Additionally, if you have purchased any product based on an advertisement which did not deliver the results that were promised, or that had a negative impact on your health, please contact Khorrami Boucher Sumner Sanguinetti, LLP.



Leave a Comment
  1. Dee / Jan 30 2014 2:49 pm

    Hi, I bought one of the original no no from HSN and I swear my hair grows longer back in on my legs!

    I am on disability and bought this item to help me. I do not live in CA, I live in MD.

    • Admin / Jan 30 2014 2:57 pm

      Hi Dee,
      Please give our office a call as soon as you can. We can be reached at 213-596-6000 or by email at

      Thank you,

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