Italy’s competition authority has launched an investigation into Sephora and Benefit, two beauty brands owned by LVMH, over allegations they used young influencers to promote skincare products to children. The Italian Competition Authority (AGCM) said it is examining whether the companies marketed anti-aging treatments to kids younger than 10, which may have contributed to a growing concern known as ‘cosmeticorexia.’ The investigation, according to the BBC, centers on whether the brands failed to clearly label their products as unsuitable for minors and used covert marketing strategies involving young micro-influencers.

Marketing Strategies Under Scrutiny

According to the AGCM. The brands may have failed to make clear that their cosmetics were not intended for children, while appearing to encourage their purchase through covert marketing strategies involving young micro-influencers. The authority stated that the companies may have encouraged the compulsive purchase of face masks, serums, and anti-aging creams to children under the age of 10. This comes amid a growing trend on social media, where children share their skincare routines and purchases under tags like ‘Sephora kids haul’ and ‘Sephora kids GRWM.’

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. Hundreds of videos show children buying and showing off their skincare products, often under the influence of young influencers. The AGCM has said that important warnings for children on Sephora and Benefit products ‘may have been omitted or presented in a misleading manner.’

Health Risks for Children

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. The AGCM said that the marketing of these products to minors could fuel an unhealthy obsession with skincare, a condition known as ‘cosmeticorexia,’ which experts believe may be on the rise.

‘Cosmeticorexia’ is a term used to describe an unhealthy preoccupation with skincare, often leading to excessive use of products and an obsession with appearance. This concern has been amplified by the rise of social media influencers, many of whom are young and appear to promote skincare routines to children. The AGCM said that the marketing of these products to minors could fuel an unhealthy obsession with skincare, a condition known as ‘cosmeticorexia,’ which experts believe may be on the rise.

LVMH, which owns alcohol, fashion, and jewellery brands, said in a statement that it would ‘fully co-operate’ with the authorities but declined to comment further, citing the ongoing investigation. The company stated that all the companies reaffirm their strict compliance with applicable Italian regulations.

Inspections and Next Steps

AGCM said its officers and Italy’s financial police had carried out inspections of LVMH and Sephora’s Italian headquarters on Thursday as part of its investigation. The authority is looking into possible unfair commercial practices linked to the premature use of adult cosmetics on children. The investigation is ongoing, and the authority has not yet issued any formal charges or sanctions.

According to the BBC, the AGCM has said that the brands may have failed to make clear that their cosmetics were not intended for children, while appearing to encourage their purchase through covert marketing strategies involving young micro-influencers. The authority said the firms may have failed to make clear that their cosmetics were not intended for children, while ‘appearing instead to have encouraged their purchase through covert marketing strategies involving young micro-influencers.’

Italy’s competition authority has said that the brands may have failed to make clear that their cosmetics were not intended for children, while appearing to encourage their purchase through covert marketing strategies involving young micro-influencers. The authority is examining whether the companies marketed anti-aging treatments to kids younger than 10, which may have contributed to a growing concern known as ‘cosmeticorexia.’

Experts warn that the marketing of these products to minors could fuel an unhealthy obsession with skincare, a condition known as ‘cosmeticorexia,’ which experts believe may be on the rise. The AGCM said that the marketing of these products to minors could fuel an unhealthy obsession with skincare, a condition known as ‘cosmeticorexia,’ which experts believe may be on the rise.

LVMH has said that it will ‘fully co-operate’ with the authorities but declined to comment further, citing the ongoing investigation. The company stated that all the companies reaffirm their strict compliance with applicable Italian regulations.

The investigation is ongoing, and the authority has not yet issued any formal charges or sanctions. The AGCM said that the brands may have failed to make clear that their cosmetics were not intended for children, while appearing to encourage their purchase through covert marketing strategies involving young micro-influencers. The authority is examining whether the companies marketed anti-aging treatments to kids younger than 10, which may have contributed to a growing concern known as ‘cosmeticorexia.’