Beauty Pie's LED mask poster said 'clinically proven' — the study didn't prove it

On 17 December 2025, Beauty Pie ran a poster on the London Underground for its C-Wave Light Facial LED mask, stating it was 'clinically proven to reduce wrinkles in 4 weeks,' with smaller text citing 'a 4-week study of 28 people aged 30-65.'

The UK Advertising Standards Authority examined the underlying study and found it too small, lacking a control group and blinding, to support a 'clinically proven' claim. Testers in the study had also been asked to use an exfoliating product and a hydrogel alongside the mask — neither sold with it — making it impossible to attribute the reported improvement to the mask alone.

The ASA banned the ad in its current form and told Beauty Pie not to claim the mask was 'clinically proven' to reduce wrinkles in four weeks unless it held adequate evidence isolating the device's own effect.