U Beauty Pulls Performance Claims for Resurfacing Flash Peel Following NAD Review
PAGE
By PAGE Editor
In an era where beauty marketing is increasingly scrutinized for accuracy and accountability, U Beauty has permanently discontinued several performance claims tied to its Resurfacing Flash Peel following a review by the National Advertising Division (NAD) of BBB National Programs.
The inquiry was initiated through NAD’s routine monitoring program, which evaluates national advertising across media platforms to ensure claims are truthful and substantiated. At issue were statements and testimonials used in U Beauty’s mailers and social media campaigns that positioned the Resurfacing Flash Peel as delivering “professional-level results at home” in as little as five minutes, offering “clinical-grade exfoliation,” and producing visibly brighter, smoother skin with reduced-looking pores after a single use.
Rather than proceeding through a full merits review, U Beauty informed NAD that it had chosen to permanently discontinue the challenged claims. As a result, NAD closed the inquiry without assessing the substantiation behind the statements, noting that for compliance purposes, the discontinued claims would be treated as though NAD had formally recommended their removal and the advertiser had agreed to comply.
In an advertiser statement included in the decision summary, U Beauty confirmed that it “has agreed to comply with NAD’s recommendation.”
The move underscores a broader shift within the beauty and wellness industry, where brands are facing heightened pressure—from regulators, watchdog organizations, and consumers alike—to align aspirational marketing language with verifiable evidence. As skincare products increasingly borrow the language of dermatology and in-office procedures, self-regulatory bodies like NAD play a critical role in drawing lines between innovation-driven storytelling and claims that may overreach.
For consumers, the decision reinforces the importance of transparency in an increasingly crowded and claims-heavy skincare market. For brands, it serves as a reminder that credibility is now as central to equity as aesthetics, formulation, or influencer reach.
Per NAD and NARB procedures, the case decision may not be used for promotional purposes. Full case summaries and decision texts are available through BBB National Programs’ case decision library and subscription archive.
HOW DO YOU FEEL ABOUT FASHION?
COMMENT OR TAKE OUR PAGE READER SURVEY
Featured
Beauty technology is no longer about filters and instant visual effects. In the modern world, individuals are seeking instruments that will enable them to know what exactly fits them prior to making an alteration.