The Wigdor law firm on Tuesday filed a far-reaching putative class action in New York federal court against Avon, alleging on behalf of two clients and three proposed classes that the cosmetics company discriminates against mothers while being run by men who expect women “to conform to a male work experience.”

“Avon distinguishes itself from mainstream companies based on its 'passionate commitment' to empowering women,” the complaint states, and “because of this branding, women spend millions on Avon products” and “women apply to work at Avon.”

The complaint claims a “disproportionately male dominated leadership team at Avon matters because male executives making maternity policy decisions suggests a greater likelihood that Avon uses the male experience of work as the default standard.”