National Advertising Division Finds Certain Efficacy Claims for The Eye Lift Wand Supported; Recommends SBLA Beauty Discontinue or Modify Others

New York, NY – February 3, 2025 – As part of its routine monitoring program, BBB National Programs’ National Advertising Division found that certain efficacy claims for SBLA Beauty, Inc.’s Eye Lift Wand and its “breakthrough formula, including the patent-pending SBLA66Peptide, a truly revolutionary molecule” were supported.

However, the National Advertising Division (NAD) recommended that other claims be discontinued, including those conveying the unsupported message that the Eye Lift Wand can produce results similar to those achieved with an eyelift or other cosmetic surgical procedure.

Efficacy Claims

Based on SBLA’s pending patent application for SBLA66Peptide, NAD determined the claim “breakthrough formula, including the patent-pending SBLA66Peptide, a truly revolutionary molecule” is supported.

NAD also determined that certain claims regarding the key benefits of the Eye Lift Wand were supported by a reasonable basis, including:

• Opens the eye area by lifting the eyelids
• Lifts droopy eyelids; Tightens the skin of the entire eye area
• Diminishes crow’s feet and under-eye puffiness
• Improves skin texture and discoloration

Further, NAD found that the portion of the claim that refers to “continuous daily use [visible results] improve progressively” (“Visible results are immediate and with continuous daily use improve progressively”) was supported because SBLA’s expert assessment results show noticeable improvements over time.

NAD concluded that the claim “the first-ever eyelift at home, clinically proven to lift and smooth the eyelid in minutes” reasonably conveys that the product is an at-home alternative to plastic surgery by delivering a noticeably more youthful appearance in the eye area in minutes.

However, NAD found that while SBLA’s evidence demonstrated improved appearance in the eye area, the results are not comparable to an eyelift surgery. Accordingly, NAD recommended that SBLA discontinue the “try the first-ever eyelift at home” portion of the claim “try the first-ever eyelift at home, clinically proven to lift & smooth the eyelid in minutes” and similar claims to avoid conveying the unsupported message that the product can produce results similar to an eyelift or other cosmetic surgical procedure.

NAD also recommended that:

• The “clinically proven to lift & smooth the eyelid in minutes” portion of the claim “try the first-ever eyelift at home, clinically proven to lift & smooth the eyelid in minutes” and “visible results are immediate” portion of the claim “visible results are immediate and with continuous daily use improve progressively” be modified to indicate that the immediate visible results are for eye brightness or, in the alternative, that they reflect the subjective assessment results; and
• The “smooths” and “visibly smooths” portions of the “visibly smooths eyelid creases” and “Smooths…eyelid creases” be modified to match the evidence in the record.

Before and After Photographs

NAD noted that the before-and-after photos appear to represent an outlier result that is not representative of the photos in SBLA’s clinical study. Since outlier results cannot be highlighted as representative of what consumers can reasonably expect to achieve when using the product as directed, NAD recommended they be discontinued or modified to accurately reflect the results of the study, including disclosure of the length of time of use.

During the proceeding, SLBA informed NAD that it was permanently discontinuing the claim “Builds collagen and regenerates skin cells.” Therefore, NAD did not review this claim on its merits and will treat the claim, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, SBLA stated that it agrees to 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. 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.