ASA Bans Beauty Pie LED Mask 'Clinically Proven' Claim, Citing Small Trial Without Placebo

The Advertising Standards Authority banned an advert for Beauty Pie's C-Wave Light Facial LED mask after determining that the company did not provide enough evidence to support its claim that the mask was clinically proven to reduce wrinkles in four weeks.

" The ASA said it expected "robust, product-specific evidence" to support the claim. Beauty Pie's trial involved 28 people aged 30 to 65 over four weeks.

After four weeks, 92% of testers either agreed or strongly agreed that their fine lines appear less visible. The company said the results demonstrated a significant reduction in wrinkles. The ASA described the sample size of 28 people as relatively small and said the testing had a significant limitation because there was no placebo group.

Testers were also asked to use an exfoliating product and a hydrogel, neither of which are sold with the mask. The product listing on Beauty Pie's website says the mask should be used on a clean, dry face. The ASA concluded that the reported improvements in the appearance of wrinkles could not be attributed to the mask alone.

Beauty Pie said sample sizes of 20 to 25 are routinely accepted by other regulators. The ASA ruled that other studies the company pointed to were insufficient to substantiate the claim. The ASA ordered Beauty Pie not to make the claim unless it could back it up with evidence.

LED technology is commonly used in medical settings to treat eczema, acne, psoriasis and sun damage. Beauty Pie is a direct-to-consumer, membership-based cosmetics firm that markets its products as luxury formulas with affordable prices. The C-Wave Light Facial LED mask costs £199 to members and £299 to non-members, which the brand says is considerably cheaper than similar rival products.