Controversies

National Advertising Division Reportedly Asks Too Faced to Change Better Than Sex Mascara Claims [Updated]

too faced better than sex mascara
Too Faced

UPDATE (April 21, 11:45 A.M. EST): Too Faced's Better Than Sex mascara continues to be a best seller for the brand, but that doesn't mean that the controversy behind some of its claims isn't still simmering in the background. The Better Business Bureau's National Advertising Division began looking into claims on the product packaging that the mascara could increase lash volume by up to "1,944 percent" back in November, and according to Refinery29, it has found that the before-and-after photos do not support the claim.

The National Advertising Review Board, "the appellate unit of the advertising industry’s system of self-regulation" according to the ASRC, has since made recommendations to the brand to change packaging and discontinue use of before-and-after images. Too Faced has since released a statement saying that they'll change packaging based on the new recommendations, though the brand "strongly disagrees with NARB's conclusions." However, though the packaging may look different in the future, the formula of your beloved mascara will remain the same, so don't fret.


This post was originally published on November 9, 2017.

Makeup brands imply slightly egregious claims all the time (see Fenty Beauty, which will not actually turn you into Rihanna, no matter how many times you use it). But Too Faced just crossed a line with a major regulatory agency for some of its claims about the brand's iconic Better Than Sex mascara.

The National Advertising Division (which is part of the Better Business Bureau, a consumer regulatory agency that keeps businesses on the up and up with consumers) is calling out Too Faced’s claim that the brand’s bold claim that Better Than Sex adds “1,944 percent more volume” to lashes, according to a report by Women’s Wear Daily.

Convinced that there’s no reliable evidence to support that famous stat, the agency is pushing Too Faced to cut the claim from its packaging, as well as the use of the amazing before-and-after photos.

Too Faced, however, reportedly isn’t taking this lying down — it’s standing by its better-than-the-bedroom bravado. “Too Faced strongly stands behind its claims and has appealed the NAD’s decision in this case,” the brand said in a statement provided to WWD and Allure. “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.”

Whether the exact stats are correct might just be a matter of splitting hairs. Either way, this mascara is still bomb.

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