Direct Selling Self-Regulatory Council Recommends Dudley Beauty Discontinue Earnings Claims

McLean, VA – October 21, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs recommended that Dudley Beauty Corp, LLC discontinue certain earnings claims made on Facebook, Twitter/X, YouTube, Pinterest, and the company website.  

The inquiry into Dudley Beauty, a direct selling company that sells cosmetics, fragrances, haircare/accessories, and skincare products was commenced by DSSRC through its ongoing independent monitoring of advertising and marketing claims in the direct selling industry and to further explore the findings of a consumer advocacy group. 

The earnings claims that formed the basis of this inquiry include, but are not limited to:

• “How much does the average Distributor earn? Full-time Dudley Distributors range from $25,000 - $100,000 and more. Your sales performance determines your earnings”
• [01:35] it gives me the opportunity to live good, to live in a beautiful home…gives me the opportunity to buy a new car every two to four years. It gives me the opportunity to just save money.”
• “On the show one of our experts Mark Hartnett will share how average people like you and I, who make smart decisions can build Generation Wealth and leave a legacy to their kids and grand kids… launching pad for building generational wealth”
• “Mark will share how average people like you and I, create and build Generational Wealth and leave a legacy to their kids and grand kids”
• “Making Money While You Sleep - The key to success in today’s marketplace is residual income. How you can duplicate yourself or make money while you sleep can determine your future and help you prosper”
• “This business opportunity provides a proven way for you to grow your wealth, enjoy your life and give back to your community by selling Dudley’s exclusive brand or premier ethnic hair care products to beauty professionals, salons and schools in your area”
• “…making a way for me to always have a source of income”

DSSRC was concerned that the challenged claims communicated the message that salesforce members can generally expect to earn significant income from the Dudley Beauty business opportunity.

Dudley Beauty did not attempt to substantiate the claims that were the subject of this inquiry. Rather, Dudley Beauty indicated that it was in the process of making several changes to its website and reaching out to the individuals responsible for the social media posts. 

DSSRC recommended that the challenged claims be discontinued, and Dudley Beauty was successful in removing four of the nine earnings claims at issue. In addition, Dudley Beauty committed to DSSRC that it would continue its efforts to remove the remaining five posts. DSSRC remained concerned about the 2018 “Making Money while you Sleep” posts, which remain publicly accessible, and recommends that Dudley Beauty continue its efforts to have the three posts removed. 

DSSRC acknowledged the good faith actions taken by Dudley Beauty to remove one of the two posts referencing financial expert Mark Hartnett and recommended that Dudley Beauty continue its efforts to have the remaining post removed. Similarly, DSSRC recommended Dudley Beauty continue its efforts to remove or modify the Pinterest post, which references a “proven way to grow your wealth.”

In its company statement, Dudley Beauty Corp stated that it will comply with DSSRC’s recommendations.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.