BBB National Programs’ National Advertising Division (NAD) breaks down the top 5 beauty and personal care advertising cases of 2025, highlighting lessons for brands, influencers and social platforms on claims, substantiation and consumer trust heading into 2026.

“In beauty, a claim can go viral overnight, but trust takes more than a swipe to earn. Brands must pair innovation with proof — that’s what keeps consumers coming back,” said Phyllis Marcus, VP, National Advertising Division.

 Here’s a look from NAD:

Huda Beauty — Easy Bake Setting Spray

In a Fast-Track SWIFT challenge brought by Charlotte Tilbury Beauty, NAD reviewed TikTok claims that Huda Beauty’s Easy Bake Setting Spray was the “strongest setting spray ever” and outperformed competitors. Huda Beauty voluntarily discontinued the comparative claims.

Platforms: TikTok & Instagram

Claim: “Strongest setting spray ever” vs. competitor

Context: Influencers posted side-by-side videos showing Huda Beauty outperforming Charlotte Tilbury, emphasizing hold, finish, and longevity; campaign included viral hashtags and makeup test clips.

Evidence Reviewed: No lab or consumer testing demonstrated superiority.

NAD Findings: Huda Beauty voluntarily removed the claim following a Fast-Track SWIFT challenge from Charlotte Tilbury.

Takeaway: Superlatives require substantiation. “Strongest ever” or “miracle results” need rigorous evidence, not just consumer perception.

Solawave — Advanced Skincare Wand

Solawave discontinue claims suggesting its wand delivers dramatic results comparable to professional treatments. NAD found the supporting study—a 30-day consumer perception test—insufficient to support such strong efficacy claims.

Platform: TikTok & Instagram influencers

Claim: At-home device delivers professional dermatology results

Context: Influencers demonstrated dramatic skin changes in before/after videos, emphasizing “dermatologist-level” transformation with close-up shots of texture and tone.

Evidence Reviewed: 30-day in-home study; inconsistent photos; concurrent use of other skincare products; no control group.

NAD Findings: Messaging revised; claims of professional-level results removed.

Takeaway: Claims implying professional results require objective evidence, even when amplified via influencers.

SBLA Beauty — Eye Lift Wand

NAD found that certain efficacy claims for SBLA Beauty’s Eye Lift Wand—including references to its “patent-pending SBLA66Peptide™”—were supported. However, NAD recommended discontinuation of claims suggesting results comparable to an eyelift or other surgical procedure.

Platform: Influencer posts

Claim: Peptide wand results comparable to surgical eyelifts

Context: Influencers posted dramatic before/after comparisons with overlays like “eyelift without surgery.”

Evidence Reviewed: Clinical studies confirmed peptide efficacy but not surgical equivalence; consumer perception studies inconsistent; no independent dermatologist testing.

NAD Findings: Surgical-level comparisons removed; outlier before/after images revised.

Takeaway: Ingredient claims are valid, but comparisons to professional procedures must be fully substantiated.

NuOrganic Cosmetics — Eyelash Serum

NAD recommended NuOrganic discontinue TikTok influencer videos claiming its eyelash serum “naturally grows long lashes” and ensure material connections to affiliates are clearly disclosed. The case involved a teen influencer using TikTok’s affiliate program.

Platform: TikTok influencers with affiliate links

Claim: “Naturally grows long lashes”

Context: Influencers posted transformation videos showing lash growth over weeks, often including affiliate discount codes without disclosure; teen audiences targeted heavily.

Evidence Reviewed: Clinical data insufficient; affiliate relationships undisclosed; no independent testing of lash length increase.

NAD Findings: Claims removed; commercial relationship disclosure required.

Takeaway: Influencer claims must be backed by evidence and disclose commercial relationships, especially for teens.

Bubble Beauty — Teen-Focused Products

In a joint NAD and CARU decision, Bubble Beauty’s safety claims for users under 13 were supported. However, NAD recommended discontinuation of efficacy claims for cleansers and serums marketed to children.

Platform: TikTok & social media ads

Claim: Cleansers/serums improve teen skin

Context: Ads used “before/after” visuals and text like “zap acne fast”; circulated via teen-focused influencer channels.

Evidence Reviewed: Safety data supported; efficacy studies did not demonstrate results; no peer-reviewed clinical trials.

NAD Findings: Efficacy claims removed; safety claims upheld.

Takeaway: Teen-targeted products require careful separation of safety and efficacy; social amplification doesn’t lower evidentiary standards.

NAD Closing Reflection 

Marcus concluded: “In the beauty industry, the more viral the product, the more vital the proof. Truth is the ultimate beauty standard, and it must be backed by credible evidence and clear disclosures, especially when targeting young consumers.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB and CARU decisions, subscribe to the online archive.