Beauty Pie LED Face Mask Advert Banned Over Misleading Anti-Wrinkle Claims

An advert promoting Beauty Pie’s LED face mask has been banned after regulators ruled that its anti-wrinkle claims were misleading and not supported by sufficient evidence.

The advert claimed the company’s C-Wave Light Facial LED Mask was “clinically proven to reduce wrinkles in four weeks.” However, the UK’s Advertising Standards Authority (ASA) concluded that the evidence presented by the company was not strong enough to justify the claim.

Watchdog Questions Clinical Evidence

Beauty Pie defended the advertisement by pointing to a four-week study involving 28 participants aged between 30 and 65.

According to the company, the trial showed positive results, with 92% of participants either agreeing or strongly agreeing that their “fine lines appear less visible” after using the device.

The ASA, however, found several shortcomings in the study.

The regulator noted that the sample size was “relatively small” and said the way the research was conducted represented “a significant limitation.”

One of the key concerns raised was the absence of a placebo or control group, making it difficult to determine whether the improvements were directly caused by the LED mask.

Additional Products Used During Testing

The ASA also highlighted that participants in the study were instructed to use an exfoliating product and a hydrogel alongside the LED mask.

Neither product is included with the mask, and the product’s online instructions state that it should be used “on a clean, dry face.”

As a result, the watchdog concluded that any improvements observed during the trial could not be attributed solely to the LED device.

“We therefore considered the reported improvements in the appearance of wrinkles could not be attributed to the [mask] alone,” the ASA stated in its ruling.

Growing Demand for At-Home LED Devices

LED light therapy has long been used in medical settings to help manage skin conditions such as eczema, acne, psoriasis and sun damage.

In recent years, at-home LED devices have become increasingly popular among consumers seeking skincare treatments outside professional clinics.

Market research firm Skyquest estimates that the global LED skincare market could be worth £600 million by 2032.

However, dermatologists have previously cautioned that there is still limited long-term clinical evidence supporting the effectiveness of many home-use LED masks, particularly studies involving large participant groups over extended periods.

Beauty Pie Responds

Beauty Pie argued that studies involving 20 to 25 participants are commonly accepted by other regulatory bodies.

The company also referenced additional research to support its claims.

Despite this, the ASA determined that the evidence presented was “insufficient to substantiate the claim that [the mask] was clinically proven to reduce wrinkles in four weeks.”

The regulator ultimately ruled that the advert was misleading and instructed Beauty Pie not to repeat the claim unless it can provide stronger scientific evidence to support it.

About The Product

Beauty Pie is a membership-based cosmetics company that sells beauty and skincare products directly to consumers.

Its C-Wave Light Facial LED Mask retails for £199 to members and £299 to non-members. The company markets the product as a more affordable alternative to competing LED skincare devices.

The banned advert, which appeared on the London Underground, described the mask as “skin tech that’s light years ahead” — a claim the regulator said required robust, product-specific scientific evidence to support.