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An advertisement for Beauty Pie’s LED facial mask has been prohibited due to making unsupported claims about its anti-wrinkle effects. The advert asserted that the device was “clinically proven to reduce wrinkles in four weeks,” but the UK’s Advertising Standards Authority (ASA) found that the evidence presented did not sufficiently back this statement.
Beauty Pie stated that their product was tested on a group of 28 individuals between the ages of 30 and 65 over a four-week period. Nonetheless, the ASA described this sample size as “relatively small” and pointed out significant shortcomings in the study’s design. For example, the trial lacked a placebo control group, which is important for validating the results, and testers were also instructed to use additional skincare products, such as an exfoliant and hydrogel, neither of which are provided with the mask. The company’s website specifies that the mask should be used on clean, dry skin, making it unclear whether the improvements in wrinkle appearance could be attributed solely to the LED mask.
LED technology, while commonly employed in clinical settings to treat skin conditions like acne, eczema, psoriasis, and sun damage, is increasingly found in at-home devices targeting beauty concerns. Market research firm Skyquest projects that the global market for LED face masks will reach £600 million by 2032. However, dermatologists have highlighted a lack of extensive clinical trials involving large participant groups over prolonged durations to conclusively establish the benefits of such at-home LED treatments.
Beauty Pie operates as a membership-based cosmetics brand that positions its products as luxurious yet affordable. Their C-Wave Light Facial LED mask is priced at £199 for members and £299 for non-members, claiming a lower cost compared to similar devices on the market. The ASA emphasized that an advert displayed in the London Underground, which described the product as “skin tech that’s light years ahead,” created an expectation for solid, product-specific evidence—something the company did not provide. Ultimately, the watchdog declared the advert misleading and instructed Beauty Pie to cease making such claims unless supported by robust proof. Attempts by BBC News to obtain further comment from Beauty Pie were ongoing
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