Beauty Pie LED Face Mask Advertisement Banned Over Unsubstantiated Anti-Wrinkle Claims

The Advertising Standards Authority (ASA) has banned an advertisement for Beauty Pie's C-Wave Light Facial LED mask, finding its claim of being "clinically proven to reduce wrinkles in four weeks" to be misleading.

Beauty Pie stated its product was tested on 28 individuals aged 30 to 65 over a four-week period, asserting that 92% of testers reported less visible fine lines. However, the ASA deemed this sample size "relatively small" and noted significant limitations in the trial's methodology, including the absence of a placebo group.

Furthermore, testers were instructed to use an exfoliating product and a hydrogel alongside the mask, neither of which are supplied with the device. The ASA concluded that any reported improvements in wrinkle appearance could not be solely attributed to the LED mask.

Despite Beauty Pie's contention that sample sizes of 20 to 25 are routinely accepted by other regulatory bodies, the ASA dismissed additional studies provided by the company as inadequate to substantiate the specific anti-wrinkle claim. The watchdog has ordered Beauty Pie to refrain from making such assertions without providing conclusive, product-specific evidence.

The global market for LED beauty technology is projected to reach £600 million by 2032. However, dermatologists have previously highlighted a lack of large-scale, long-term clinical trials to definitively establish the benefits of at-home LED devices.