Italian authorities are investigating cosmetic brands Sephora and Benefit after it was found that both brands may have attempted to advertise skincare products targeting young people, raising concerns about addiction to cosmetics and potential skin irritation.
The Italian Competition Authority (AGCM) revealed it has begun investigating LVMH, the major parent company of Sephora and Benefit, for attempting to sell anti-aging products to children under 10 years old. Authorities noted this behavior might contribute to "Cosmeticorexia," an excessive skincare obsession among youth, a problem that is increasingly severe.
LVMH stated it will fully cooperate with authorities but declined to provide further comments, citing the ongoing nature of the investigation.
Officials from AGCM, along with police from Italy's Ministry of Economy and Finance, conducted searches at LVMH and Sephora headquarters in Italy last Thursday (26 Mar). They noted that these companies might not clearly indicate that the cosmetics are not intended for children, while simultaneously marketing through child micro-influencers—children with online followings in the thousands.
This investigation focuses on potentially illegal commercial behaviors, such as advertising that encourages children under 10 to develop addictive buying habits and to use adult skincare products prematurely, including face masks, serums, and anti-aging creams.
Particularly notable is the "Sephora kids" trend, where children share their skincare products and routines via social media. This trend has gained many participants, with hundreds of videos under hashtags like #SephoraKidsHaul and #SephoraKidsGRWM (Get Ready With Me). Both AGCM and the British Association of Dermatologists have warned that these skincare products could be harmful to children, potentially causing irritation, allergies, or, in some cases, permanent skin damage.
AGCM also indicated that warnings on these products aimed at children may be overlooked or distorted, leading to misunderstandings. Meanwhile, LVMH affirmed that all companies within its group remain committed to strictly complying with Italian regulations.
/BBC
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