National Advertising Division Refers Advertising by SBLA Beauty to the Federal Trade Commission for Review for Failure to Participate

New York, NY – September 21, 2023 – The National Advertising Division (NAD) of BBB National Programs has referred advertising claims made by SBLA Beauty, Inc. to the Federal Trade Commission (FTC) after the company failed to provide a substantive response to NAD’s inquiry.    

The following are representative of the claims that served as the basis for this inquiry.

Express Claims

  • “Try the first-ever eyelift at home, clinically proven to lift & smooth the eyelid in minutes”
  • “The Eye Lift Wand lifts and smooths the eyelids with the SBLA breakthrough formula, including the patent-pending SBLA66Peptide™, a truly revolutionary molecule.”
  • “Smooths and lifts eyelid creases, hooded eyelids, lifts eyebrows and opens & brightens the eyes.”
  • “Visible results are immediate and with continuous daily use improve progressively.”
  • “Key Benefits:
    • Opens the eye area by lifting the eyelids
    • Lifts droopy eyelids
    • Visibly smooths eyelid creases
    • Tightens the skin of the entire eye area
    • Diminishes crows feet and under-eye puffiness
    • Improves skin texture and discoloration
    • Builds collagen and regenerates skin cells”

 

Implied Claim:

  • The Eye Lift Wand immediately delivers results akin to an eye lift medical procedure.

 

Despite repeated outreach attempts, SBLA Beauty did not submit a substantive response to NAD’s inquiry or participate in the self-regulatory process. Per NAD/NARB Procedures, NAD has referred this matter to the FTC for review and possible enforcement action.   

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD procedures, this release shall not be used for advertising or promotional purposes.