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ARTICLE · 20 MAY 2025

NAD Finds Advertiser Responsible For Influencer Post It Didn't Request

Kelley Drye & Warren LLP
Kelley Drye & Warren LLP
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Kelley Drye & Warren LLP

Kelley Drye & Warren LLP

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A beauty influencer posted a video on TikTok that purported to show how Huda Beauty's Easy Bake Setting Spray is stronger and lasts longer than Charlotte Tilbury Beauty's competing spray. Huda reposted the video on its Instagram account...

United StatesMedia, Telecoms, IT, Entertainment
Gonzalo E. Mon
Gonzalo E. Mon

A beauty influencer posted a video on TikTok that purported to show how Huda Beauty's Easy Bake Setting Spray is stronger and lasts longer than Charlotte Tilbury Beauty's competing spray. Huda reposted the video on its Instagram account. Although the influencer doesn't have a formal relationship with Huda and wasn't required to post the video, she does periodically receive free products from the company.

For reasons that aren't entirely clear, Charlotte sent Huda a letter asking the company to take the video down. Huda took it down from its Instagram account and the company's founder added the following comment to the video on the influencer's TikTok account:"Thank you for your review!! We had to take the video down bc Charlotte made us."

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