The FTC found that within two years, Sunday Riley managers, including its namesake founder, posted fake reviews of products and asked its employees to do the same
Photo: Astrid Stawiarz/Getty Images for QVC In October 2018, cult-favorite skin-care brand Sunday Riley faced criticism for asking its employees to post fake positive reviews of its products on the Sephora website. News of the fabricated reviews had gone viral after it was posted by the Instagram account @EsteeLaundry, which focuses on beauty-industry-related drama.
The FTC complaint also pointed to a July 2016 email that Riley wrote that contained detailed instructions on how to write the reviews, including creating a “new persona,” and reviewing other non-skin-care products, like makeup and hair care, most likely in order for the review to appear authentic, as well as leaving five-star ratings on the Sunday Riley Products, along with disliking any negative reviews the employee notices. “After enough dislikes, it is removed.
The FTC ended up finding the brand guilty of two violations: “making false or misleading claims that the fake reviews reflected the opinions of ordinary users of the products” and “deceptively failing to disclose that the reviews were written by Ms. Riley or her employees.” However, it seems that Sunday Riley is getting away with just a slap on the wrist.
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