New York, NY – October 5, 2026 – BBB National Programs’ National Advertising Division determined, as part of its routine monitoring program, that Blissy, LLC supported its “Less Frizz” claim for Blissy Silk Pillowcases in context, however, it recommended Blissy modify or discontinue certain claims concerning hair breakage and tangles, anti-aging and wrinkle prevention, acne, clinical study results, and dermatologist endorsements.
Blissy is a consumer products company that offers silk sleep and beauty products. The National Advertising Division (NAD) inquired about claims appearing on Blissy’s website that using Blissy silk pillowcases results in less hair frizz and no hair breakage or tangles, prevents signs of aging and the formation of new fine lines and wrinkles, and fights acne, as well as claims concerning quantified clinical-study results and dermatologist endorsements.
“Less Frizz”
To support the challenged “Less Frizz” claim, Blissy submitted laboratory testing on prepared hair samples as well as home-use studies in which consumers reported their perceptions after using Blissy pillowcases. NAD determined that the evidence supported the general “Less Frizz” claim.
“Breakage-Free” and “Tangle-Free” Claims
NAD found that consumers could understand the express “Breakage-Free” and “Tangle-Free” claims to convey that the use of Blissy pillowcases completely prevents hair breakage and tangles while sleeping. To support these claims, Blissy submitted a study that NAD found was not a good fit for the challenged claims. NAD recommended that Blissy discontinue both claims or modify its advertising to avoid conveying the unsupported message that the use of its pillowcases completely prevents hair breakage or tangles while sleeping.
Anti-aging and Wrinkle Claims
NAD found that the claims “Anti-aging,” “Wrinkle-Preventing,” and related language reasonably convey that using Blissy pillowcases combats signs of skin aging and prevents additional facial wrinkles.
NAD found that the studies submitted were not sufficient to support Blissy’s broad unqualified claims regarding anti-aging and wrinkle prevention. Therefore, NAD recommended that Blissy discontinue the claims “Anti-aging” and “Prevents Signs of Aging … preventing the formation of new fine lines and wrinkles as you sleep,” and modify its advertising to avoid conveying that using Blissy pillowcases prevents additional facial wrinkles.
Acne Claims
NAD found that Blissy’s “acne-fighting” claims reasonably convey that using Blissy helps prevent or reduce acne breakouts. In support of the claims, Blissy submitted a study testing whether its silk material clogs pores. NAD determined that the study was not a good fit for the unqualified claims and recommended that Blissy discontinue the “acne-fighting” claims and modify its advertising to avoid conveying that using Blissy pillowcases help prevent or reduce acne breakouts.
Clinical Study Results Claims
NAD next considered claims in a section of Blissy’s website featuring written and video endorsements from four individuals identified as board-certified dermatologists, in which the endorsers referred to clinical studies and specific quantified skin and hair results. NAD determined that these statements are establishment claims requiring advertisers to possess the scientific evidence represented by the claims. NAD found that Blissy’s evidence could not support the claims and recommended that Blissy discontinue the claims or modify its advertising to avoid conveying that clinical testing established the advertised outcomes and percentages.
Dermatologist Expert Endorsements
NAD considered the implied claim that the dermatologist endorsers used their expertise to evaluate Blissy’s clinical testing and found it reliable, and determined that the endorsements conveyed that message. Because Blissy’s studies did not support the specific outcomes, percentages, and timeframes stated in the endorsements, NAD recommended that Blissy discontinue or modify the endorsements accordingly.
During the inquiry, Blissy voluntarily agreed to discontinue the express claims “90% of people had … fewer blocked pores after using these pillowcases” and “90% had … fewer blocked pores.” The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Blissy stated it “will comply with NAD’s recommendations.”
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. Per NAD/NARB Procedures, this release may not be used for 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 20 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 fair competition 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 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 creating fair competition for business.
Name: Jennifer Rosenberg
Email: press@bbbnp.org
Job Title: Media Relations
