Italy investigates Sephora and Benefit over marketing skincare to children

The Italian Competition Authority (AGCM) has initiated an inquiry into beauty brands Benefit and Sephora, accusing them of employing a “particularly insidious” strategy to promote skincare products to young children. This includes leveraging micro-influencers to subtly encourage purchases among kids under 10, potentially leading to premature use of adult cosmetics.

As part of the probe, officials and Italy’s financial police conducted inspections at the Italian offices of LVMH, the parent company of both brands, on Thursday. The investigation focuses on whether the firms misled consumers by not clearly stating that their products are unsuitable for children, while promoting them through enticing campaigns.

LVMH has pledged to fully cooperate with the authorities but has not provided further details, citing the ongoing nature of the case. The AGCM highlighted concerns that such tactics may contribute to a growing phenomenon known as “cosmeticorexia”—an obsessive focus on skincare among young people, which experts warn could harm their health.

Sephora Kids Trend Sparks Debate

Sephora, which boasts 23 million Instagram followers and over two million on TikTok, has been central to the “Sephora kids” trend. Children frequently share their skincare routines and product purchases online, using hashtags like “#SephoraKidsHaul” and “#SephoraKidsGRWM.” These videos showcase young users displaying their skincare items, raising questions about the influence of such content.

“All the companies reaffirm their strict compliance with applicable Italian regulations,” stated LVMH in a response to the inquiry.

Both the AGCM and the British Association of Dermatologists have raised alarms about the potential risks of skincare products for children. They note that these items can cause irritation, allergic reactions, and, in some cases, long-term skin damage. The AGCM added that important warnings for children may have been omitted or presented in a misleading way.

Experts suggest that the aggressive marketing of adult cosmetics to young audiences could be fostering an unhealthy habit, with the rise of cosmeticorexia prompting calls for stricter regulations. The investigation aims to determine if the brands’ practices constitute unfair commercial behavior under Italian law.