Too Faced Is Being Asked to Change Its Mascara Claims, but the Reason Isn't What You Think


A popular makeup brand is finding itself in a "claims issue" for potentially not having the evidence to support its cult-classic mascara's promises.

According to WWD, the National Advertising Division (administered by the Council of Better Business Bureaus) is recommending Too Faced discontinue the claim that its Better Than Sex Mascara ($23) adds “1,944 percent more volume” to lashes.


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The brand stands by the claim, and in a statement issued to WWD, Too Faced Cosmetics and its parent company, The Estée Lauder Cos. said, “Too Faced strongly stands behind its claims and has appealed the NAD’s decision in this case. The tests used to establish these claims were conducted using sound methodology at a highly regarded independent laboratory and the results support not only the 1,944 percent claim, but also the before and after photographs at issue.”

Stay tuned for more updates.

3 Comments
  • Carol Lawman
    Posted on

    I bought this mascara earlier this year and was pretty disappointed.

  • PattyT
    Posted on

    I have this mascara and it absolutely does NOT give that much volume. Come on! It gives some volume, about as much as other similar mascaras.

  • Anonymous
    Posted on

    I love this mascara and I’m happy to hear they are standing behind their claims. Good luck with the appeal process. The only claim that should be challenged is the name of the mascara. There is nothing better than sex...:) Love ya Too Faced!!

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