Italy investigates Sephora and Benefit over marketing skincare to children

Italian authorities are investigating Sephora and Benefit, owned by LVMH, for potentially using young influencers to market skincare products, including anti-aging treatments, to children under 10. The investigation, launched by the Italian Competition Authority (AGCM), focuses on possible unfair commercial practices and a failure to clearly indicate that certain cosmetics are not intended for children. Inspections were carried out at LVMH and Sephora's Italian headquarters. The AGCM is concerned about the rise of "cosmeticorexia" and the potential harm skincare products can cause to young skin, citing omitted or misleading warnings. LVMH stated it will cooperate with the investigation and affirms its compliance with Italian regulations.

Italian regulators are investigating Sephora and Benefit Cosmetics, both owned by LVMH, over concerns they used covert marketing tactics targeting young girls, potentially fueling an unhealthy skincare obsession known as "cosmeticorexia." The investigation, announced recently, focuses on promotions for products like anti-aging creams aimed at girls under 10, utilizing young micro-influencers to encourage compulsive purchases. Officials conducted inspections at Sephora Italia and other LVMH offices. The probe is driven by concerns that crucial information, such as warnings about products not intended for minors, may have been omitted or presented misleadingly. This follows a growing "Sephora kids" trend where preteen children exhibit intense interest in high-end beauty products, raising concerns among dermatologists about potential skin damage and appearance-related anxiety.