New York, NY – September 21, 2023 – The National Advertising Division (NAD) of BBB National Programs has referred advertising claims made by SBLA Beauty, Inc. to the Federal Trade Commission (FTC) after the company failed to provide a substantive response to NAD’s inquiry.    

The following are representative of the claims that served as the basis for this inquiry.

Express Claims

  • “Try the first-ever eyelift at home, clinically proven to lift & smooth the eyelid in


  • “The Eye Lift Wand lifts and smooths the eyelids with the SBLA breakthrough

    formula, including the patent-pending SBLA66Peptide, a truly revolutionary


  • “Smooths and lifts eyelid creases, hooded eyelids, lifts eyebrows and opens &

    brightens the eyes.”

  • “Visible results are immediate and with continuous daily use improve


  • “Key Benefits:

          o Opens the eye area by lifting the eyelids

          o Lifts droopy eyelids

          o Visibly smooths eyelid creases

          o Tightens the skin of the entire eye area

          o Diminishes crows feet and under-eye puffiness

          o Improves skin texture and discoloration

          o Builds collagen and regenerates skin cells”

Implied Claim:

  • The Eye Lift Wand immediately delivers results akin to an eye lift medical procedure.

Despite repeated outreach attempts, SBLA Beauty did not submit a substantive response to NAD’s inquiry or participate in the self-regulatory process. Per NAD/NARB Procedures, NAD has referred this matter to the FTC for review and possible enforcement action.   

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 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

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.  

See Campaign:

Contact Information:

Name: Jennie Rosenberg
Email: [email protected]
Job Title: Media Relations

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