JSHealth Founder Jessica Sepel Takes Legal Action Against Life Botanics

After months of threats on social media, JSHealth Vitamins founder Jessica Sepel has finally taken legal action against Life Botanics.

Sepel is suing the low-cost vitamin brand, owned by former MasterChef contestant Jimmy Seevai, alleging copyright infringement.

Documents filed with the Federal Court and obtained by the aussielists 54 occasions where Mr. Seevai allegedly “attacked” his business on Instagram.

The statement of claim reads: ‘[Life Botanics has] in trade or commerce, engaged in conduct that is misleading or misleading.

‘[JSHealth has] suffered loss and damage and will continue to suffer loss and damage unless such acts and conduct are permanently curtailed.’

Ms Sepel is suing the low-cost vitamin brand, owned by former MasterChef contestant Jimmy Seevai (pictured), alleging copyright infringement.

Seevai says he is simply using “a common marketing tool called comparative advertising” and that Sepel is overcharging for the vitamins.

It is the latest in a longstanding and highly public dispute between the companies,

The rivalry blew up in March of last year when Life Botanics, which is endorsed by actress and model Jodi Gordon, publicly shared formulation breakdowns for a JSHealth product and a similar Life Botanics product, demonstrating how the budget brand offers “premium ingredients without the premium price tag.” ‘.

This kind of comparative advertising is commonplace in many industries, but Ms Sepel took it as a personal attack and responded by lashing out at Life Botanics on Instagram, describing it as a “nasty copycat brand.”

MAFS star Martha Kalifatidis (pictured) has advertised JSHealth products on Instagram

Model and actress Jodi Gordon (pictured) is an ambassador for Life Botanics

Ms Sepel and her husband, JSHealth chief executive Dean Steingold, once made the Australian Financial Review’s Rich Young List with an estimated worth of $426 million.

The company’s resounding success now sees JSHealth selling a bottle of vitamins every 10 seconds, and there are now plans to expand into Britain, North America and Asia.

A JSHealth spokesperson told Daily Mail Australia in March: “Apart from the legalities involved in this case [with Life Botanics]what is most disappointing is the complete disregard for consumers.

‘JSHealth Vitamins is a brand built on efficacy and trust. Our formulas are completely unique, created with ingredients exclusive to JSHealth.

“Our JSHealth community trusts us, as is evident in their response to this blatant social media marketing campaign.”

Sepel is suing the low-cost vitamin brand, owned by former MasterChef contestant Jimmy Seevai, alleging copyright infringement. (In the photo: one of the Life Botanics products)

Nadia Bartel was previously an ambassador for JSHealth Vitamins