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Top five cases include Huda Beauty, Solawave, Nu Organic and others.
December 1, 2025
By: Melissa Meisel
BBB National Programs’ National Advertising Division (NAD) breaks down the top 5 beauty and personal care advertising cases of 2025, highlighting lessons for brands, influencers and social platforms on claims, substantiation and consumer trust heading into 2026. “In beauty, a claim can go viral overnight, but trust takes more than a swipe to earn. Brands must pair innovation with proof — that’s what keeps consumers coming back,” said Phyllis Marcus, VP, National Advertising Division. ...
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