Beyoutiful Consumer Ventures Private Limited - Moxie Beauty

Recommendation: Upheld | Medium: General Public

The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and also forwarded the details of the complaint, verbatim with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement, or alternately to substantiate the claims with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response. The advertiser in their response stated that the claim, “anti-humidity action helps smooth frizz by up to 37%”, was acknowledged as requiring clearer substantiation, as the presentation may not have adequately reflected the study findings. Following receipt of the complaint, the advertiser confirms that this claim was removed from the website advertisement and is no longer being used. Accordingly, no further substantiation is provided for this claim. The claim, “Get up to 50% smoother, softer, shinier hair in just 3 uses”, is based on an independent third-party in vitro instrumental study. The study reportedly found improvements in hair softness, in smoothness, and in shine after three applications. The “up to” wording reflects maximum observed results under the study conditions. As claim support data, the advertiser provided in vitro haircare study certificate, screenshot of amended website page, and copy of complete signed study report. The advertiser’s response with the claim support data was referred to an independent technical expert of ASCI for their opinion. The expert opinion was shared with the advertiser for comments and additional submissions. The advertiser acknowledged the expert opinion and did not provide any further data. The Consumer Complaints Council (CCC) viewed the Website advertisement ((https://moxiebeauty.in/products/deep-dive-hair-mask?utm_source=google&utm_medium=paid&utm_campaign=20791082159&utm_content=181629375496&utm_term=&gadid=767176750544&gad_source=1&gad_campaignid=20791082159&gbraid=0AAAAAqg9Hwgce8vRvo1tzpSOme42zw-Sq&gclid=CjwKCAjw46HPBhAMEiwASZpLRAH8DctFc83uwlPNhr4l8stjEC2HfI6a6zLhsZtxiqtMSZzUvj3xuBoCLF4QAvD_BwE), considered the complaint, the advertiser’s response along with the claim support data, and the expert’s opinion presented at the meeting. Claim – “Plus its anti-humidity action helps smooth frizz by up to 37%*” - *Based on Independent Studies, 2025 The CCC observed that the advertiser did not provide supporting data for the claim made. The CCC concluded that the claim was not substantiated and is misleading by exaggeration. The said claim in the advertisement contravened Chapter I, Clauses 1.1, and 1.4 of the ASCI Code. This complaint was UPHELD. The CCC noted the advertiser’s response that the claim has been withdrawn from their website page. Claim – “Get up to 50% smoother, softer, shinier hair* in just 3 uses” - *Results in 3 uses (Based on Independent Studies, 2025) The CCC noted that the advertiser provided an in vitro study titled ‘In Vitro Evaluation of Hair Care Formulation with respect to Conditioning Effect, Hydration & Sensorial Attributes on Hair Tresses’, conducted on the hair mask product. The CCC observed that the report indicates improvements in conditioning effect, as reflected by reductions in hair fibre load during wet and dry combing assessments, indicating improved conditioning of hair tresses. The CCC further noted that the report indicates enhanced moisture retention, reflecting improved hydration of hair. The sensory evaluation recorded improvements in hair manageability, smoothness, shine, softness, and reduction in hair frizz after 1 and 3 applications. Based on this assessment, the CCC concluded that the claim, “Get up to 50% smoother, softer, shinier hair* in just 3 uses”, was substantiated and is not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.