A secret beauty secret is a new look that’s a little bit too good to be true, and it may not have the best marketing strategy, according to an insider.
The secret cosmetics company Sierra’s Secret Beauty Secrets, or SBS, has been selling its products under the name Secret Beauty for years, but the insider told The Washington Post on condition of anonymity that the company has been in the business since 2010.
In the last year, Sierra’s has been experimenting with products that are similar to what many people would associate with a secret beauty brand, including lip balms and body scrubs.
But, the insider said, the brand’s marketing strategy has been to use the phrase “secret beauty” to sell products without any actual ingredients, and to try to confuse customers into thinking they’re getting something they’re not.
“They want to use terms like ‘secret beauty,’ and they want to say it’s a different kind of beauty,” the insider, who asked to remain anonymous because he was not authorized to speak publicly about the company, said.
“They want people to think that they’re finding a product, but they’re really getting something that’s completely made-up.”
It is not the first time the company appears to have gotten into trouble.
Last month, a product that was billed as a “secret product” for its own, unbranded product was accused of being fraudulent and deceptive by the FTC.
The company issued a statement saying the product was an off-brand product, and the product sold by the company was a “personalized lip balm.”
The insider said the company did not immediately respond to requests for comment.