A popular makeup brand is finding itself in a “claims issue” for potentially not having the evidence to support its cult-classic mascara’s promises.
According to WWD, the National Advertising Division (administered by the Council of Better Business Bureaus) is recommending Too Faced discontinue the claim that its Better Than Sex Mascara ($23) adds “1,944 percent more volume” to lashes.
The brand stands by the claim, and in a statement issued to WWD, Too Faced Cosmetics and its parent company, The Estée Lauder Cos. said, “Too Faced strongly stands behind its claims and has appealed the NAD’s decision in this case. The tests used to establish these claims were conducted using sound methodology at a highly regarded independent laboratory and the results support not only the 1,944 percent claim, but also the before and after photographs at issue.”
Stay tuned for more updates.