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Italy launches investigation into Sephora and Benefit over marketing of some products

2026-03-29 22:46:00, Kosova & Bota CNA

Italy launches investigation into Sephora and Benefit over marketing of some

Italian authorities have launched an investigation into beauty products firms Benefit and Sephora, alleging they adopted a "particularly covert" marketing strategy of using young influencers to market skincare products to children.

The Italian Competition Authority (AGCM) said it had launched an investigation into the brands' owner, luxury goods giant LVMH, for possible attempts to sell anti-aging treatments to children under 10.

It is said that the company's actions may have helped fuel so-called "cosmeticorexic" - an unhealthy obsession with skincare among young people that experts believe may be on the rise.

LVMH said in a statement that it would cooperate fully with authorities, but declined to comment further, citing the ongoing investigation.

The AGCM said its officers and Italy's financial police had carried out inspections of LVMH's Italian headquarters and Sephora on Thursday as part of its investigation.

The investigation focuses on possible unfair commercial practices related to the premature use of adult cosmetics, including encouraging the forced purchase of face masks, serums and anti-aging creams by children under the age of 10.

Sephora, which has nearly 23 million followers on Instagram and more than two million on TikTok, has been at the center of the "Sephora kids" social media trend, in which children share their skincare and shopping routines.

Both the AGCM and the British Association of Dermatologists have warned that skincare products can be harmful to children. Experts say they can cause irritation, allergic reactions and, in some cases, permanent skin problems. /CNA





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