Why Is Too Faced’s ‘Better Than Sex’ Under Questioning?


November 13, 2017

We wondered about mascaras and their constant reliance on sex references previously, but now it seems that Too Faced’s cult-favourite Better Than Sex Mascara is facing some flak. The United State’s National Advertising Division, otherwise known as the NAD, has questioned Too Faced’s claims – and weirdly enough, it’s not about being better than sex.

Dip. Stroke. Repeat. #betterthansex #1sellingprestigemascara #toofaced

A post shared by Too Faced Cosmetics (@toofaced) on Oct 27, 2017 at 11:22am PDT

Well, perhaps that’s a claim that’s too challenging to be tested…how are we meant to objectively prove that it’s better than sex? What the NAD’s concerned about is that the mascara claims to give lashes an almost 2,000 per cent boost. More specifically, it’ll give users “1,944 per cent more volume”.

Sex on sex on sex! Get free shipping on with #betterthansex purchase 🎉 #toofaced

A post shared by Too Faced Cosmetics (@toofaced) on Nov 11, 2017 at 9:28am PST

Too Faced has since gotten back to NAD, and it seems like they’re standing behind this cult-favourite mascara:

“Too Faced strongly stands behind its claims, and has appealed NAD’s decision in this case. The tests used to establish these claims were conducted using sound methodology at a highly-regarded independent laboratory, and the results support not only the 1,944% claim, but also the Before-and-After photographs at issue.”

It’s NAD’s job to monitor and review advertisements for truthfulness and accuracy, which is fair enough, but we don’t think consumers today pay too much heed to beauty advertisements anyway. They’ve always made claims (think the usual: organic, natural, chemical-free proven formula), but these days, they’re getting more and more outrageous.

We’re not entirely sure if Too Faced’s Better Than Sex gives “1,944 per cent more volume” but hey, you’ll be hard-pressed to find mascara that gives you lashes that voluminous anyway. On the other claim of it being better than sex? That’s entirely up to you.

You can find Better Than Sex for $35 at Sephora.

Header Image: Too Faced’s Instagram

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