Month: November 2024

• 15 restaurants receive a MICHELIN Star in inaugural selection
• State Guide boasts two restaurants earning a MICHELIN Green Star
• 45 Bib Gourmands, plus four Special Awards, also revealed
• 117 total restaurants, 26 cuisine types reflected in Guide

 

HOUSTON, Nov. 11, 2024 — The first MICHELIN Guide Texas selection has been revealed, and it features 15 one-MICHELIN-Star establishments and two MICHELIN Green Star eateries. The full selection was announced Monday night at 713 Music Hall in Houston.

The full selection, including Bib Gourmand restaurants and Recommended eateries, totals 117 restaurants spanning 26 cuisine types. Chefs and restaurant teams were honored on stage during the inaugural ceremony.

“Our anonymous Inspectors were impressed by the culinary community across the state of Texas,” said Gwendal Poullennec, International Director of the MICHELIN Guides. “The selection reflects their findings by highlighting uniquely Texas flavors, such as Barbecue and Tex-Mex, as well as several international influences. We are very honored to welcome these restaurants to the MICHELIN Guide family for the first time and we toast to the tremendous spirit of the Texas restaurant community!”

Here are the new one-MICHELIN-Star restaurants, with Inspector notes from each (Inspectors’ comments in full on the MICHELIN Guide website and mobile app):

One MICHELIN Star

Austin

Barley Swine (Contemporary cuisine)

The room is decidedly casual, and diners are welcome to come as they are, but there’s no mistaking the passion of this kitchen. Chef/owner Bryce Gilmore makes deft use of local ingredients with a distinctly Southwestern palette of flavors that draws from Mexican and Southern traditions, while maintaining a contemporary, global sophistication. The tasting menu is carefully attuned to the seasons, and refinement is balanced with a sense of whimsy. A tiny everything bagel with a creamy smoked radish spread and cucumber infused with dill hot sauce might come as a first bite, and a flawlessly seared Muscovy duck breast might be matched with a buttery puree of popped corn and an earthy/sweet nixtamalized peach. From dishes bought at Goodwill and growing produce onsite to collecting rainwater for their garden, they’re also committed to sustainability.

Craft Omakase (Japanese cuisine)

Discreetly tucked away in Rosedale, Craft Omakase has a lounge up front with a dining room and counter in back. It is here where guests wisely place their faith in the hands of Chefs Charlie Wang and Nguyen Nguyen who dole out an impressive procession of nigiri and other bites. Their creative omakase doesn’t shy away from embellishment, yet it’s done with restraint and allows the fish to shine. An abundance of product hails from Japan, and the fish is skillfully handled. Preparations like an aguachile of pink shrimp with sweet potato or crudo of hamachi with yuzu-honey sauce are delightful stops in a line-up that may reveal ocean trout sprinkled with a furikake made with its crisped skin; shima aji with shiso and ume; or sea scallop dressed with ponzu and lemon zest.

Hestia (American cuisine)

Push past the glass door of this restaurant in the heart of downtown and you’ll immediately get the drift—quite literally, as wood smoke perfumes the air. This hot spot is all about live fire cooking, as evidenced by the 20-foot hearth in the open kitchen. Contemporary cooking is on display in both the à la carte and chef’s tasting menu, and Texas produce and proteins take center stage. From savory to sweet, nearly everything is kissed by the flames or scented with smoke. “Embered” cantaloupe with green tomato and shiso blossoms is an elegant opener; and hearth-dried and blistered tomatoes over fresh grits is a comforting plate, but the seared scallop topped with green tomato kosho steals the scene with a tableside pour of beef tallow sauce atop the mushroom gelée base.

InterStellar BBQ (Barbecue cuisine)

The mark of a good place is when a line starts forming before they’ve even opened, and at InterStellar BBQ, it’s long before they’ve swung open the door. Everyone is here for a taste of pitmaster John Bates’s barbecue, done low and slow over post oak. Brisket with a simple salt, pepper, and garlic rub, is outstanding but it doesn’t end there. Peach tea- glazed pork belly is meltingly tender; the beer-brined tipsy turkey is moist and delicious; and there are three sausages on offer, including kielbasa. You can’t go wrong with any of the enticing side dishes like the Frito pie, though the smoked scalloped potatoes with a golden-brown crust and the poblano creamed corn are standouts.

la Barbecue (Barbecue cuisine)

Founded by the late LeAnn Mueller and now run by her wife, Ali Clem, la Barbecue’s massive, custom-built pit in the backyard is the rarified workshop in which meaty miracles are realized. Inside, it’s a simple space enlivened with bright colors and a disarming playlist with Tammy Wynette and Dolly Parton. During peak hours, you can expect a substantial wait, but your patience will be rewarded with a first taste of the brisket as you reach the counter. You will marvel at the sublimely succulent, flavorful beef, but don’t overlook the array of equally tempting offerings like house-made sausages, and pork or beef ribs. The team likes to keep things spicy, as in the chipotle coleslaw or fresh kimchi. Don’t miss the mac and cheese.

Leroy and Lewis Barbecue (Barbecue cuisine)

What started as a food truck in 2017 can now be enjoyed in a spacious brick and mortar location in Garrison Park. The moniker refers to the duo of married couples who run this enticing operation where the spacious setting gives off midcentury vibes with its glazed brick exterior and peak-roofed dining area. The excellent barbecue menu isn’t built around brisket, although that beloved item is available as a daily special at the end of the week. In fact, several specials keep things interesting throughout the week, such as spice-crusted, melt-in-your mouth beef cheeks or the daily sausage which may be studded with Hatch green chiles and mozzarella cheese. The banana pudding tiramisu is a clever hybrid with coffee-soaked ‘Nilla wafers.

Olamaie (American cuisine)

With its white clapboard and black shutters, Olamaie, named for the chef’s grandmother, mother, and daughter, is a charming spot north of downtown Austin. Consider a cocktail, as their list is interesting and includes a daily punch and fun drinks like the Spaghetti Western martini with Texas olive-oil-washed gin, vodka, cherry tomato-infused dry vermouth, and basil eau de vie. Expect southern cuisine that’s been given a contemporary polish, and don’t miss out on the buttermilk biscuit, served warm and accompanied by whipped honey butter sprinkled with sea salt. The chicken pressé is a novel take on chicken and dumplings and rounds out a bill of fare that also includes blackened dayboat fish, gumbo, and red rice with Gulf shrimp.

Dallas

Tatsu Dallas (Japanese cuisine)

With just 10 counter seats, the greatest challenge is securing a reservation at this sushi restaurant within the renovated Continental Gin Building – but perseverance will be rewarded because this is the genuine article. The omakase contains around 14 pieces and follows the Edomae tradition, so expect fish that gets steadily stronger in flavor as dinner progresses. You might start with Alaskan sockeye salmon, followed by Spanish tuna and delicious uni from Hokkaido and end with eel from Maine. The rice is also from Hokkaido and chef Tatsuya Sekiguchi’s deft, practiced movements ensure each piece is a perfect creation; he’ll even alter the size if you so wish. All guests are served together, so do arrive on time.

Houston

BCN Taste & Tradition (Spanish cuisine)

Tucked away off Richmond Avenue, this restaurant, housed in a 1920s white stucco bungalow and managed by some of the most personable staff in the city, cooks with both flair and familiarity. Seafood is a highlight, as in brilliantly tender slivers of sea cucumber set on lobster rice, or thinly sliced octopus paired with potato purée and a striking smoked paprika. Chef Luis Roger knows his way around land, too, and his Iberian suckling pig arrives with a crackling crust, meltingly tender meat and a rich red wine sauce. The beverage selection is intriguing, featuring an all-Spanish wine list and a section dedicated to gin and tonics. Owner Ignacio Torras’s private art collection (including Pablo Picasso’s owl jugs) is yet another charming touch.

CorkScrew BBQ (Spring; Barbecue cuisine)

You have a choice: Arrive before doors open at 11 or go eat somewhere else. In the tiny town of Spring just north of Houston, this barbecue sensation has drawn long lines ever since it opened in 2015. The kitchen is known to sell out fast, and it’s easy to see why: Will and Nichole Buckman smoke some of the finest brisket and beef ribs in the state. Their use of red oak colors prime cuts from Creekstone Farms and Compart Family Farms in a distinct hue, and everything from beef to pork to turkey comes with a pure smoke flavor that lingers long after the meal’s end. Loaded baked potatoes; tacos with green- chile ranch; and fruit cobblers tempt, but should be saved for the second visit. Regulars know to order days in advance to skip the line.

Le Jardinier Houston (French cuisine)

With locations in Manhattan and Miami, Chef Alain Verzeroli also shares his verdant, stylish cooking with Houston. The location couldn’t be more apt: The Museum of Fine Arts matches his colorful dishes that are both beautiful and satisfying. Accomplished sauces, seasonal vegetables, and thoughtful cocktails tell a story in line with the restaurant’s name and design. Highlights include thin strands of zucchini spaghetti with yellow pepper coulis and Comté foam, as well as plump Maine diver scallops with carrot jus reduction and sugar snap peas. Desserts, like the yuzu mousse with raspberry compote and pistachio sable, are beautiful to behold. The entire evening is smooth sailing thanks to a highly professional and personable team.

March (Creative/Mediterranean cuisine)

This ambitious atelier sets its sights on a culinary exploration of the Mediterranean, studiously delving into individual regions one by one, from the Maghreb in Northwest Africa to Murcia and Andalusia in Southern Spain, to Greece, with a tasting menu and beverage program inspired by each cuisine in turn. But if all that sounds a bit precious, rest assured that the experience itself is utterly disarming, with a winning sense of hospitality that makes for a meal that is both engaging and luxe. Guests start with finely tuned cocktails and first bites in the stylish lounge area before being whisked into the striking main dining room for more substantial fare. From beginning to end, gorgeously plated dishes show refinement and creativity, so sit back and enjoy the show.

Musaafer (Indian cuisine)

Dinner in a shopping mall doesn’t sound promising, unless you’re headed to Musaafer. The sheer scale of this grand hall, with its arches, towering windows, labyrinth-like layout, and elaborate patterns, feels like a palace of its own. The setting is as thrilling as the cooking. A large, deep-fried orb of onion xuixo arrives dusted in no fewer than 24 spices, filled with potato and onion, and served with tamarind and mint chutney. Plucky prawns are cooked in an elegant sauce of coriander, coconut milk, and curry leaves. Dal, a familiar favorite, is cooked for 72 hours with tomato, butter, and smoked chili. The attention to detail and careful spicing is evident at every turn, and the final result is one of both high style and utterly gratifying substance.

Tatemó (Mexican cuisine)

The famous idiom about not judging a book by its cover couldn’t be more applicable than to this tortilleria-turned-tasting menu. In an empty strip mall with little around except for a brewery and a doughnut shop, Chef Emmanuel Chavez delivers a beautifully pitched and portioned experience that celebrates heirloom corn from across Mexico. His riffs on ceviche, quesadillas, and gorditas are elegant to behold and even more satisfying to eat thanks, in part, to vibrant salsas and other creative sauce work. The most original and striking effort might be the black-as-night mole negro, which comes blanketed under a tortilla made from nixtamalized plantains.

San Antonio

Mixtli (Mexican cuisine)

This trailblazing restaurant is from the visionary minds of Chefs Diego Galicia and Rico Torres. The acclaimed duo has fine dining chops but it’s a shared reverence for Mexican cuisine that is the real driving force behind this endeavor. Tasting menus shift often, focusing on a different part of Mexico and may offer up cutting-edge interpretations of Oaxacan specialties or a meal focused on the cuisine of “Tierra Caliente.” Not content to restrain their explorations to the regional diversity of Mexican cuisine, the menus also draw from the culinary past . Expect cooking that is both cerebral and delicious, with meticulously prepared, artfully plated dishes that tell a story while thrilling your palate.

MICHELIN Green Star

Dai Due (Austin; American cuisine)

Initiatives: locally sourced produce; seed oil-free cooking; recycling and composting program; locally sourced wine and beer from Texas; ethical harvesting of meat products; minimize food waste through reuse; fermentation program.

Emmer & Rye (Austin; American cuisine)

Initiatives: sourcing menu ingredients from local Texas farms and the restaurant’s partner farm that is no-till and organically fertilized; exclusive use of whole animals and fish; wide use of vegetable scraps and composting food waste for farm soil; bar program features cocktails containing house-made vinegars, preserved local bar cherries and bitters made from local Texas ingredients.

Bib Gourmand

The MICHELIN Guide Inspectors gave 45 restaurants the Bib Gourmand distinction, which recognizes eateries for great food at a great value. The full list can be found below.

Texas’ 2024 Bib Gourmand restaurants

MICHELIN Special Awards

In addition to the Bib Gourmands and Stars, the Guide announced four Special Awards:

The MICHELIN Guide Ceremony is presented with the support of Capital One.

Hotels

The restaurants join the MICHELIN Guide selection of hotels, which features the most unique and exciting places to stay in Texas and throughout the world.

Each hotel in the selection has been chosen by MICHELIN Guide experts for its extraordinary style, service and personality — with options for all budgets — and each can be booked directly through the MICHELIN Guide website and app. The selection for Texas features the state’s most spectacular hotels, including modern boutique luxury like the Commodore Perry (two MICHELIN Keys) in Austin, the charming Hôtel Swexan (one MICHELIN Key) in Dallas and the riverside gem, Hotel Emma (two MICHELIN Keys) located at the Pearl in San Antonio.

The MICHELIN Guide is a benchmark in gastronomy. Now it’s setting a new standard for hotels. Visit the MICHELIN Guide website, or download the free app for iOS and Android, to discover every restaurant in the selection and book an unforgettable hotel.

The 2024 MICHELIN Guide Texas selection:

Texas’ 2024 MICHELIN-Green-Starred restaurants

Texas’ 2024 MICHELIN-Starred restaurants

Texas’ 2024 Recommended restaurants

The MICHELIN Guide in North America

Michelin announced its first North American Guide in 2005 for New York. Guides have also been added in Chicago (2011); Washington, D.C. (2017); California (San Francisco in 2007, statewide 2019); Miami/Orlando/Tampa, Florida (2022); Toronto (2022); Vancouver (2022); Colorado (2023); Atlanta (2023), Mexico (2024), Texas (2024) and Quebec (2024).

About the MICHELIN Guide

Recognized globally for excellence and quality, the MICHELIN Guide offers a selection of world-class restaurants.

• The famous one, two and three MICHELIN Stars identify establishments serving exceptional cuisine that’s rich in flavor, remarkably executed and infused with the personality of a talented chef.
• The Bib Gourmand is a designation given to select restaurants that offer good quality food for a good value – often known as personal favorites among the Inspectors when dining on their own time.
• The MICHELIN Green Star honors restaurants that are pioneers in sustainable
• Recommended restaurants and special professional awards are also highlighted by the MICHELIN Guide

The MICHELIN Guide remains a reliable companion for any traveler seeking an unforgettable meal and hospitality experience. The Guide was first published in France at the turn of the 20th century to encourage the development of car mobility as well as tire sales by giving practical advice to motorists. Progressively, the Guide has specialized in restaurant and hotel recommendations. Michelin’s Inspectors still use the same criteria and manner of selection that were used by the Inspectors in the very beginning.

The restaurant selections join the MICHELIN Guide selection of hotels, which features the most unique and exciting places to stay around the world. Visit the MICHELIN Guide website, or download the free app for iOS and Android, to discover every restaurant in the selection and book an amazing hotel.

Thanks to the rigorous MICHELIN Guide selection process that is applied independently and consistently in more than 45 destinations, the MICHELIN Guide has become an international benchmark in fine dining.

All restaurants in the Guide are recommended by Michelin’s anonymous Inspectors, who are trained to apply the same time-tested methods used by Michelin Inspectors for many decades throughout the world. This ensures a uniform, international standard of excellence. As a further guarantee of complete objectivity, Michelin Inspectors pay all their bills in full, and only the quality of the cuisine is evaluated.

To fully assess the quality of a restaurant, the Inspectors apply five criteria defined by Michelin: product quality; mastery of cooking techniques; harmony of flavors; the personality of the chef as reflected in the cuisine; and consistency over time and across the entire menu. These criteria guarantee a consistent and fair selection so a Starred restaurant has the same value regardless of whether it is in Paris, New York or anywhere else in the world.

About Michelin North America, Inc.

Michelin is the leading mobility company and manufacturer of life-changing composites and experiences. For more than 130 years, Michelin has made contributions to human progress and to a more sustainable world. Michelin is constantly innovating to manufacture high-quality tires and components for critical applications for demanding fields, including mobility, construction, aeronautics, low-carbon energies and healthcare and offer the finest experiences, from providing data- and AI-based connected solutions for professional fleets to recommending outstanding restaurants and hotels curated by the MICHELIN Guide. Headquartered in Greenville, S.C., Michelin North America has approximately 23,500 employees and operates 35 production facilities in the United States (michelinman.com) and Canada (michelin.ca).

About Capital One

At Capital One we’re on a mission for our customers – bringing them best-in-class products, rewards, service, and experiences. Capital One is a diversified bank that offers products and services to individuals, small businesses and commercial clients. We use technology, innovation, and interaction to provide consumers with products and services to meet their needs. Through Capital One Dining and Capital One Entertainment, we provide our rewards cardholders with access to unforgettable experiences in the areas they’re passionate about, including dining, music and sports. Learn more at capitalone.com/dining and capitalone.com/entertainment.

New York, NY – November 8, 2024 – In a challenge brought by competitor CoStar Group, BBB National Programs’ National Advertising Division determined that Move, Inc. provided a reasonable basis for its claim that Realtor.com is the “#1 site real estate professionals trust.”

Realtor.com, operated by Move, Inc., is affiliated with the National Association of Realtors, the real estate industry trade association that owns the US trademark to the term “Realtor.”

The challenged claim appeared online, including at the top of Realtor.com’s homepage. In some advertising, the claim appeared with a disclosure that it is “based on an Aug. 2023 proprietary survey among real estate professionals.”

In support of the challenged claim, Move relied on results of a double-blind survey of over 1,300 real estate professionals conducted in August 2023.  by a market research firm. The National Advertising Division (NAD) determined that the survey was reliable support for the claim.

Further, NAD determined that the survey remained timely during the period of the challenge. Nevertheless, because preferences on any website might change after a year for various reasons, NAD cautioned Move that the August 2023 survey’s validity will not last in perpetuity and that a newer survey to support the claim will be necessary in the near future.

As the timing of the survey is potentially material to the audience for whom the claim is intended, NAD recommended that, to the extent Move has not already done so, the fact that the survey was conducted in August 2023 should be clearly and conspicuously disclosed in close proximity to the main claim.

In its advertiser statement, Move stated that “in the ordinary course it has already conducted a newer survey in August 2024, which found that Realtor.com remains the #1 site real estate professionals trust’ and will therefore update its citation to reflect that going forward.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

New York, NY – November 7, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division recommended that Verizon Communications Inc. either discontinue certain claims about satellite-supported texting services in remote locations or, alternatively, modify the advertising to clearly and conspicuously disclose the necessary conditions for Verizon customers to use this feature.

Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD). T-Mobile argued that Verizon’s advertising reasonably conveyed the message that Verizon offers satellite-supported texting services in remote locations regardless of what phone a Verizon customer has.

The challenged advertising appeared on Verizon’s website and in three commercials, Wonder, Triumph, and Love. Each commercial depicts individuals in a remote location communicating with a loved one and ends with “Text Anywhere via Satellite” and a small font disclosure reading “Satellite connectivity requires select smartphones. Must be outside w/line of sight to satellite; might not work in parts of Alaska.” NAD determined that the disclosure in Verizon’s commercials is not clear and conspicuous and is unlikely to be read and understood by consumers.

On Verizon’s website, prospective customers are informed that they can “text anywhere with satellite” as one of the “get more” benefits offered to Verizon customers. Verizon’s website provides some details about the material conditions of this text by satellite service, however, NAD concluded the disclosures on the website are not clear and conspicuous. 

For these reasons, NAD found Verizon’s advertising reasonably conveys that customers can use satellite-supported texting services in remote locations and not that it is limited to Apple devices that can operate the latest mobile software. Therefore, NAD recommended that:

• Verizon discontinue the challenged claim, or
• Modify the advertising to clearly and conspicuously disclose, in close proximity to claims about satellite service in remote locations, that consumers must use or purchase specific new model smartphones and use updated software to access the service.

In its advertiser statement, Verizon stated that it “appreciates NAD’s attention to this matter and will comply with the SWIFT decision.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

New York, NY – November 6, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by competitor Elanco Animal Health Incorporated, PetIQ, LLC discontinued the following claims for its NextStar Flea & Tick topical flea prevention and treatment product, which appeared on PetIQ’s website, social media, and third-party websites:

• “Fastest-acting 30-Day topical protection available”
• “The fastest killing flea & tick topical available”

During the proceeding, PetIQ voluntarily agreed to permanently discontinue the challenged express claims and the resulting implied claims.

Therefore, the National Advertising Division (NAD) did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business. 

New York, NY – November 4, 2024 – As part of its routine monitoring program, BBB National Programs’ National Advertising Division inquired about certain claims made by Drunk Elephant, LLC in social media and determined that Drunk Elephant provided a reasonable basis for its claim that certain skincare products in an Instagram post are “safe for kids and tweens to use.”

However, the National Advertising Division (NAD) also determined that two TikTok videos demonstrating and reviewing Drunk Elephant’s B-Goldi Bright Drops did not sufficiently disclose the material connection between Drunk Elephant and the influencers promoting its products. Therefore, NAD recommended that Drunk Elephant contact the influencers to have the posts modified to include such disclosures.

Influencer Practices

A TikTok video post featuring Alix Earle, a Drunk Elephant paid influencer, states “@Drunk Elephant you did it again – you guys know I’m obsessed with the bronzing drops… wait til you see these b goldi drops #drunkelephantpartner.” The hashtag is on the fifth line and only visible if the viewer clicks on the hyperlink “more.”

NAD found that Ms. Earle’s material connection disclosure “#drunkelephantpartner” is not clear and conspicuous for several reasons. Drunk Elephant advised NAD that it reached out to Ms. Earle to edit or delete the post. NAD recommended that Drunk Elephant continue to seek modification of the challenged post to:

• Ensure the hashtag (#drunkelephantpartner) appears clearly and conspicuously without having to click on a hyperlink and as separate words so that viewers can understand it, and
• Include a clear and conspicuous material connection disclosure within the video.

The other TikTok video post was created by Sophia Pauline, an unpaid influencer who received free product from the company. Sophia Pauline’s video post did not feature a material connection disclosure. The text accompanying her post states “b-goldi illuminating drops are 10/10.” NAD noted that receiving free product constitutes a material connection that requires disclosure and recommended Drunk Elephant request Sophia Pauline modify her post to include a clear and conspicuous material connection disclosure.

During the inquiry, Drunk Elephant advised NAD that it will take reasonable steps to encourage influencers receiving free products to make clear and conspicuous material connection disclosures and provide instruction on required disclosure practices as part of the materials that Drunk Elephant sends to influencers. Drunk Elephant also informed NAD it will clearly and conspicuously display a material connection disclosure if reposting endorsements from unpaid influencers receiving free products.

Safety Claims

NAD inquired about a Drunk Elephant Instagram post with the express claim, “Here’s a list of our products that are safe for kids and tweens to use: Beste, LaLa, Bora (it’s very rich so this one depends on level of dryness). F-Balm, Wonderwild, Virgin Marula Oil, Umbra Sheer, B-Hydra, D-Bronzi, O-Bloos, Lippe Pekee, Kamil Body Cleanser, Sili Body Lotion, Sili Whipped, Wild Marula Tangle Spray, and Cocomino shampoo + conditioner.”

NAD concluded that Drunk Elephant had a reasonable basis for its claim that the 18 products in the challenged Instagram post are “safe for kids and tweens to use.” NAD found that reasonable consumers would understand the claim to mean that these products meet safety standards for cosmetics intended to be applied to the skin of teens and tweens, a message that was supported. 

During the proceeding, Drunk Elephant voluntarily agreed to permanently discontinue the challenged testimonials featured in an Instagram video as part of their #BareWithUs campaign. Therefore, NAD did not review these claims on their merits and will treat the claims for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Drunk Elephant stated that it “will comply with NAD’s recommendations” and noted that it “appreciates NAD’s important role in advertising industry self-regulation.” 

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.