UK watchdog the Advertising Standards Authority (ASA) has banned a poster by Beauty Pie for misleading claims when marketing the C-Wave Light Facial LED mask.
The advert, which was promoted within the UK’s London Underground transport network on 17 December 2025, featured an image of an individual wearing the LED mask.
The poster’s text stated: “Skin tech that’s light years ahead […] C-Wave Facial LED treatment mask […] clinically proven to reduce wrinkles in 4 weeks.”
Smaller text towards the bottom of the poster read: “Results from a 4-week study of 28 people aged 30-65.”
However, a complaint filed with the ASA challenged whether the claim “clinically proven to reduce wrinkles in 4 weeks” was misleading and could be substantiated.
The C-Wave Light Facial Dual Light LED Treatment Mask was created and marketed by Beauty Pie, which is a membership-based cosmetics company selling skin, hair and fragrance products.
The device is manufactured for them by specialised third-party partner factories.
In response to the ASA’s assessment, Beauty Pie stated the device was marketed exclusively for cosmetic purposes and was “not required to carry a UKCA medical device conformity marking”.
Beauty Pie believed the claim “clinically proven to reduce wrinkles in 4 weeks” was substantiated by two product-specific clinical studies on the C-Wave Light Facial LED mask.
The beauty company claimed this was backed up by a “body of evidence comprised of six peer-reviewed clinical studies on equivalent technology”.
A Beauty Pie statement read: “The text ‘results from a 4-week study of 28 people’ referred to the first study on the device.
“Participants underwent a course of three treatments per week for four weeks.
“Prior to each light treatment, participants used skin cleansing pads and applied a hydrogel mask.
“The results demonstrated a significant reduction in wrinkles.”
Cosmetics Business has contacted Beauty Pie for a comment.
How did UK watchdog the ASA come to its decision?
The ASA considered consumers would understand the claim “clinically proven to reduce wrinkles in 4 weeks” to mean that the LED mask could visibly reduce the appearance of wrinkles within four weeks of use.
This was on the basis that it had been “scientifically proven to do so”, an ASA statement read.
The ASA statement continued: “We considered that impression was reinforced by the text 'skin tech that’s light years ahead', which suggested that the product was revolutionary, market-leading and advanced enough to have a noticeable effect.
“We therefore expected Beauty Pie to hold robust, product-specific evidence to support the claim.
“We assessed the first FaceLITE study provided by Beauty Pie. The study assessed the efficacy of the FaceLITE device in reducing the signs of skin ageing, as measured by changes in wrinkles, skin texture and elasticity.
“Participants underwent three ten-minute at-home treatments a week for four weeks, with a follow-up in week five.
“We understood the study results indicated a decrease in the smoothness, number and width of wrinkles.
“We considered the study had a relatively small sample size of 28 participants, and had not seen any calculations or analysis to demonstrate the sample was sufficient to produce reliable, statistically significant results.”
The ASA also assessed the studies that Beauty Pie had provided, which focused on the efficacy of other LED devices.
The ASA statement continued: “We understood four of those studies assessed a product used in a clinical setting, which Beauty Pie believed delivered a comparable dose of light to the FaceLITE device.
“However, the FaceLITE device was a mask worn on the face; the product assessed in the studies provided was comprised of panels positioned a few centimetres away from the subject’s nose.”
In its final ruling, the ASA claimed the advert had breached the CAP Codes of Misleading Advertising, Substantiation, and Medicines, medical devices, health-related products and beauty products.
The ASA stated the advert must not appear again in its current form.
“We told Beauty Pie Ltd not to state the C-Wave Facial LED treatment mask was ‘clinically proven to reduce wrinkles in 4 weeks’ unless they held adequate substantiation to support the claim,” an ASA statement read.
Related content:
- L'Oréal’s Garnier advert slammed by UK watchdog over misleading hyperpigmentation claims
- Sanex advert suggesting ‘white skin superior to black skin’ banned
- UK's advertising watchdog clamps down on menopause TikTok videos
- Boots TV advert banned by ASA for ‘flippant’ sun safety remarks
- Unregulated platforms may thrive under TikTok’s beauty filter ban
- UK watchdog ASA cracks down on weight-loss jab adverts