Sephora, Benefit Cosmetics, and LVMH Beauty are under scrutiny in Italy over allegations they market adult skincare and makeup products to minors through campaigns involving young micro-influencers.
Italy’s competition authority, Autorità Garante della Concorrenza e del Mercato (AGCM), has opened two investigations into commercial practices linked to the early use of adult beauty products.
The regulator said the marketing may encourage compulsive purchasing of items such as anti-aging creams, face masks, and serums among children as young as 10.
AGCM also linked the issue to a broader trend known as “cosmeticorexia”, described as an obsession with skincare among minors.
The ‘Haul from Sephora for Kids’ tag on social media includes hundreds of videos showing minors shopping at Sephora, sharing complex beauty routines, and posting makeup haul videos online.
AGCM said the investigations were prompted by concerns that key information – including warnings and precautions for products not intended for minors – may have been omitted or presented in a misleading way.
Officials from AGCM, alongside Italy’s financial police, have conducted inspections at the premises of Sephora Italia, LVMH Profumi e Cosmetici Italia, and LVMH Italia.
Sephora, Benefit Cosmetics, and LVMH said they operate in compliance with applicable regulations and will cooperate with the investigation.
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