Huda Beauty Pulls ‘Strongest Setting Spray Ever?’ Claim After Charlotte Tilbury NAD Challenge

THE WHAT? Huda Beauty has agreed to permanently discontinue the claim that its Easy Bake Setting Spray is the “strongest setting spray ever?” and that it outperforms Charlotte Tilbury’s setting spray, after competitor Charlotte Tilbury brought a Fast-Track SWIFT challenge to the National Advertising Division (NAD) of BBB National Programs.

THE DETAILS The challenged claims appeared in a TikTok influencer’s video comparing Huda Beauty’s Easy Bake Setting Spray to Charlotte Tilbury’s, highlighting differences in makeup longevity. Although Huda Beauty reposted the video on Instagram, it was removed after Charlotte Tilbury’s request — but the original TikTok post remained live at the time of the NAD challenge. Notably, while the influencer was not under formal contract, NAD determined that Huda Beauty’s informal, longstanding relationship and provision of free products placed responsibility on the brand to address unsupported claims. NAD recommended that Huda Beauty request the influencer remove the video, and the brand has stated it will comply fully with NAD’s recommendations.

THE WHY?  This case underscores the increasing regulatory attention on beauty brands’ use of influencer marketing, especially when product gifts and brand relationships blur the lines of responsibility for advertising claims. For Huda Beauty, voluntarily discontinuing the comparative statements not only helps avoid reputational risk but also signals an understanding of the evolving compliance expectations in the cosmetics and personal care space. As competition intensifies and influencer content spreads rapidly, brands must stay vigilant to ensure all promotional messages — whether formal or informal — meet advertising standards.

Source: GlobeNewswire

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