Italy’s competition authority has launched an investigation into Sephora and sister brand Benefit Cosmetics, both owned by LVMH, over concerns that adult skincare products are being marketed to children and young teenagers.
The probe centres on alleged unfair commercial practices linked to the promotion of products such as face masks, serums and anti-ageing creams to minors, particularly through social media channels.
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Regulator scrutiny of youth marketing
Italy’s competition watchdog, the Autorità Garante della Concorrenza e del Mercato (AGCM), is examining whether marketing campaigns encouraged the premature use of adult cosmetics among children, including those under the age of 10 to 12.
The regulator has raised concerns that key product information, including warnings and suitability for younger users, may have been omitted or presented in a misleading way.
Authorities also carried out inspections at company premises in Italy as part of the investigation.
For retailers, the case reflects stricter enforcement of consumer protection rules, especially where marketing may influence vulnerable groups.
Role of social media and influencers
The investigation focuses on the use of digital marketing strategies, including influencer campaigns targeting younger audiences. Regulators said brands may have used very young micro-influencers to promote skincare routines and products to children.
Platforms such as TikTok and Instagram have amplified trends such as “Sephora kids”, where children share product purchases and skincare routines online.
The AGCM said such practices may encourage compulsive purchasing behaviour among minors and contribute to “cosmeticorexia”, described as an unhealthy fixation on skincare.
Implications for global beauty retail
The investigation highlights rising regulatory attention on youth marketing in the beauty sector, particularly as social commerce expands. While selling cosmetics to minors is not illegal, regulators warn that frequent use of multiple products without proper awareness may pose health risks.
Sephora, Benefit Cosmetics and LVMH said they operate in compliance with applicable regulations and will cooperate with authorities.
For international retailers, the case signals tighter expectations around transparency, product suitability disclosures and influencer marketing practices. The outcome could shape how beauty brands design campaigns for younger audiences across Europe, where scrutiny of digital advertising and consumer protection continues to increase.
