Recently, Huda Beauty has voluntarily withdrawn marketing claims about its Easy Bake Setting Spray following a complaint filed by Charlotte Tilbury Beauty.
The dispute centered on social media posts, including a TikTok video shared by an influencer and later reposted on Huda Beauty’s Instagram, that referred to the product as the “strongest setting spray ever?” and implied it was superior to Charlotte Tilbury’s Airbrush Flawless Setting Spray.
The National Advertising Division (NAD), a U.S. self-regulatory body focused on ensuring truthful advertising, fast-tracked the challenge, citing concerns over potentially misleading comparisons. Although there was no formal agreement between Huda Beauty and the influencer, the NAD highlighted an ongoing informal relationship, including the provision of complimentary products, which can trigger advertising accountability.
While the Instagram post and a comment from Huda Beauty founder Huda Kattan—thanking the influencer and attributing the video’s removal to a request from Charlotte Tilbury—were deleted before the NAD’s formal review began, the original TikTok video remained online when the challenge was filed.
The NAD concluded that advertisers aware of unsupported claims made by influencers with whom they have an established relationship may be obligated to take corrective action. It recommended Huda Beauty make a good-faith effort to request the influencer remove the TikTok video and formally acknowledge the claim’s withdrawal.
Huda Beauty confirmed it “will comply with NAD’s decision and recommendation.”
