An Italian authority is investigating beauty brands Benefit and Sephora after they appeared to adopt a 'particularly insidious' marketing strategy of using young influencers to market skincare to children. The Italian Competition Authority (AGCM) stated it had launched an inquiry into the brands' owner, luxury goods giant LVMH, for possibly attempting to sell anti-aging treatments to kids younger than 10.
It indicated that the company's actions may have fueled so-called 'cosmeticorexia'—an unhealthy obsession with skincare among young people, which is believed to be on the rise. LVMH said it would 'fully co-operate' with the authorities but did not comment further due to the ongoing investigation.
AGCM officials, alongside Italy's financial police, inspected LVMH and Sephora's Italian headquarters as part of their inquiry. The authority noted that the firms may have failed to clarify that the cosmetics sold were not intended for children while appearing to encourage their purchase through covert marketing strategies involving young micro-influencers—individuals with a following in the thousands.
The investigation focuses on 'possible unfair commercial practices' linked to children's use of adult cosmetics, specifically targeting the promotion of face masks, serums, and anti-aging creams to those under 10. Sephora, with nearly 23 million Instagram followers and over two million on TikTok, is at the center of the 'Sephora kids' social media trend, where children share their skincare routines and purchases.
Hundreds of videos under tags such as 'Sephora kids haul' and 'Sephora kids GRWM' show children buying and displaying their skincare products. Both AGCM and the British Association of Dermatologists have warned of the potential harm skincare products can inflict on children, including irritation, allergic reactions, and potential long-term skin issues.
AGCM mentioned that important warnings for children regarding Sephora and Benefit products may have been omitted or misleadingly presented. In response, LVMH emphasized its commitment to complying with Italian regulations.
It indicated that the company's actions may have fueled so-called 'cosmeticorexia'—an unhealthy obsession with skincare among young people, which is believed to be on the rise. LVMH said it would 'fully co-operate' with the authorities but did not comment further due to the ongoing investigation.
AGCM officials, alongside Italy's financial police, inspected LVMH and Sephora's Italian headquarters as part of their inquiry. The authority noted that the firms may have failed to clarify that the cosmetics sold were not intended for children while appearing to encourage their purchase through covert marketing strategies involving young micro-influencers—individuals with a following in the thousands.
The investigation focuses on 'possible unfair commercial practices' linked to children's use of adult cosmetics, specifically targeting the promotion of face masks, serums, and anti-aging creams to those under 10. Sephora, with nearly 23 million Instagram followers and over two million on TikTok, is at the center of the 'Sephora kids' social media trend, where children share their skincare routines and purchases.
Hundreds of videos under tags such as 'Sephora kids haul' and 'Sephora kids GRWM' show children buying and displaying their skincare products. Both AGCM and the British Association of Dermatologists have warned of the potential harm skincare products can inflict on children, including irritation, allergic reactions, and potential long-term skin issues.
AGCM mentioned that important warnings for children regarding Sephora and Benefit products may have been omitted or misleadingly presented. In response, LVMH emphasized its commitment to complying with Italian regulations.
