Hair care mogul Vidal Sassoon filed a lawsuit against Procter & Gamble earlier this week, accusing the CPG of breach of contract and fraud in its dealings with the Sassoon-branded product line.

Sassoon charges that Procter & Gamble treated the brand, which it acquired in 1985, with "neglect and subversion." While the suit does not name a specific dollar figure, reports indicate that Sassoon could be seeking hundreds of millions of dollars in licensing royalties. The suit was filed in U.S. District Court in Los Angeles.

Meanwhile, Procter & Gamble, Cincinnati, released a statement saying it is "disappointed" with the lawsuit and that, "We have consistently supported this business and we don't believe this case has merit."

While the Sassoon brand remains a best seller in Asia, Procter & Gamble announced in January that it was pulling the line in North America and Europe. Representatives for Sassoon said he has unsuccessfully tried to buy the brand back.

The lawsuit comes at a time when Procter & Gamble is making a push in the health and beauty sector, including last month's $5.7 billion acquisition of German hair care manufacturer Wella.