The Advertising Standards Authority (ASA) has banned an advert for Beauty Pie's LED face mask that claimed the device was “clinically proven to reduce wrinkles in four weeks”. The regulator argued that the evidence provided was insufficient, citing a small sample size and the lack of a placebo group. The trial involved only 28 participants, and testers were also instructed to use an exfoliator and hydrogel not sold with the mask, making it impossible to attribute improvements solely to the device.
Dr Sach Mohan, a cosmetic doctor, noted that this is not an isolated case. The ASA has recently banned several online adverts for LED masks that claimed to treat acne and rosacea, as such medical claims require registration with the Medicines and Healthcare products Regulatory Agency (MHRA). Currently, no LED masks comply with medical device regulations, meaning they are considered cosmetic at best.
Despite the popularity of at-home LED masks—sales rose 55% in 2020, with the market expected to reach £600 million globally by 2032—their efficacy remains debated. Light therapy, known as photobiomodulation, has been used clinically for decades, with red and blue light wavelengths shown to have effects on skin. However, experts caution that home devices may not deliver sufficient intensity to replicate clinical results.
