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Tue, 09 Jun 2026

Tue, 09 Jun 2026 Beauty Pie LED mask ad banned over misleading anti-wrinkle claim

The mask is not "clinically proven to reduce wrinkles in four weeks", the advertising watchdog finds.

* Beauty Pie's LED face mask advert banned by Advertising Standards Authority (ASA) for making misleading anti-wrinkle claims
* Advert stated mask was "clinically proven" to reduce wrinkles in 4 weeks, but ASA said there wasn't enough evidence to support this claim
* Beauty Pie tested product on 28 people over 4 weeks, but ASA deemed sample size too small and testing method flawed
* Dermatologists have expressed concerns that at-home LED masks haven't been subject to rigorous clinical trials
* Beauty Pie's C-Wave Light Facial LED mask costs £199-£299, with the company claiming it's cheaper than similar rival products