❓WHAT HAPPENED: The authorities in Italy have launched an investigation into beauty brands Benefit and Sephora over allegations of marketing skincare products to children using young influencers.
👤WHO WAS INVOLVED: The investigation targets luxury goods giant LVMH, which owns the brands, along with Italy’s financial police and the Italian Competition Authority (AGCM).
📍WHEN & WHERE: The investigation includes inspections of LVMH and Sephora’s Italian headquarters conducted on Thursday by AGCM and financial police.
💬KEY QUOTE: LVMH stated, “All the companies reaffirm their strict compliance with applicable Italian regulations.”
🎯IMPACT: The investigation raises concerns about the promotion of anti-aging products to children, potentially fueling unhealthy skincare obsessions and causing harm.
The Italian Competition Authority (AGCM) has opened a probe into beauty brands Benefit and Sephora—both owned by LVMH—over claims they marketed anti-aging skincare products to children. The inquiry centers on the use of young social media influencers to push anti-aging items to kids as young as 10.
Regulators worry the campaigns may have fueled “cosmeticorexia,” an unhealthy fixation with skincare routines among children and teens. The AGCM said key safety warnings on products sold by Sephora and Benefit “may have been omitted or presented in a misleading manner.”
As part of the investigation, the authority and Italy’s financial police conducted searches of the Italian offices of LVMH and Sephora. Officials are looking into “possible unfair commercial practices,” including the promotion of adult-oriented cosmetics—such as face masks, serums, and anti-aging creams—to young buyers.
Sephora maintains a large social media footprint, with nearly 23 million Instagram followers and more than two million on TikTok. The brand has been closely tied to the viral “Sephora kids” trend, in which children post videos of their skincare routines and shopping hauls under hashtags like “Sephora kids haul” and “Sephora kids GRWM [Get Ready With Me].”
In response, LVMH claimed that “All the companies reaffirm their strict compliance with applicable Italian regulations,” adding that it intends to “fully co-operate” with the investigation.
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