Huda Beauty has voluntarily dropped claims around its Easy Bake Setting Spray after a complaint by Charlotte Tilbury Beauty.
The National Advertising Division said it fast-tracked a challenge by Charlotte Tilbury over claims made on social media that the product is the “strongest setting spray ever?” and better than Charlotte Tilbury’s Airbrush Flawless Setting Spray.
NAD is a self-regulatory body in the US that maintains truth and accuracy in advertising and investigates complaints about misleading adverts.
The claims were made in a TikTok video by an influencer comparing the two products and the ease with which they can be wiped off.
The post was shared by Huda Beauty on Instagram, though was removed just before the NAD started its review.
A comment on the post by the beauty brand’s founder, Huda Kattan, thanking the influencer and saying the video was removed due to Charlotte Tilbury’s request was also removed.
While there was no formal contract or compensation between the influencer and Huda Beauty, NAD noted that the influencer had previously reviewed products and, on occasion, received free products, including the setting spray.
Although the Instagram video was taken down, the original TikTok video making the claim remained live when the challenge was filed by Charlotte Tilbury, NAD added.
In a statement, NAD said that it has previously determined that when an advertiser and an influencer have a longstanding, informal relationship that includes providing free products, and the advertiser is aware of potentially unsupported claims made by the influencer, the advertiser may be required to take additional corrective action.
NAD recommended that Huda Beauty “make a good-faith” attempt to request the influencer remove the TikTok video and acknowledge the steps it took to drop the claim.
The group said it will treat the voluntary move to drop the claim as a recommendation by NAD for compliance purposes.
In its advertiser statement, Huda Beauty stated it “will comply with NAD’s decision and recommendation”.
Huda Beauty and Charlotte Tilbury have been contacted for comment.