Benefit Cosmetics

Benefit Cosmetics, a brand owned by LVMH, is currently facing scrutiny in Italy alongside LVMH and Sephora. The Italian Competition Authority (AGCM) has launched an investigation into the companies over concerns that they are employing marketing strategies that promote the use of adult cosmetics, including anti-aging creams, to children and adolescents. This investigation stems from rising concerns about "cosmeticorexia," an increasing obsession among minors with skincare. Regulators are examining whether the companies are using covert marketing tactics to target young girls, potentially fueling unhealthy beauty standards and anxieties. The investigation aims to determine if the companies are engaging in misleading or omitted information regarding the suitability of these products for young users, highlighting the growing ethical debate surrounding beauty marketing and its impact on minors' mental health.