The Italian Competition Authority (AGCM) has launched an investigation into luxury goods giant LVMH, the owner of beauty brands Benefit and Sephora, over concerns that the company may be attempting to sell anti-aging treatments and skincare products to children under the age of 10. The probe focuses on what authorities describe as a "particularly insidious" marketing strategy involving young micro-influencers to promote these products covertly.
According to the AGCM, the firms "may have failed to make clear" that their cosmetics are not intended for children, instead appearing to encourage purchases through hidden marketing tactics. This could fuel the rise of "cosmeticorexia," an unhealthy obsession with skincare among young people that experts warn is becoming more prevalent, potentially leading to compulsive buying behaviors and psychological issues.
As part of the investigation, AGCM officers and Italy's financial police conducted inspections at the Italian headquarters of LVMH and Sephora on Thursday. Authorities allege that important safety warnings for children on Sephora and Benefit products "may have been omitted or presented in a misleading manner," raising health risks such as skin irritation, allergic reactions, and in some cases, permanent dermatological problems.
Sephora, with nearly 23 million followers on Instagram and over two million on TikTok, has been central to the "Sephora kids" social media trend, where children share videos of their skincare routines and hauls under tags like "Sephora kids haul." This trend has sparked concerns about the normalization of adult skincare products among minors and the potential for exploitative marketing practices targeting vulnerable age groups.
In a statement, LVMH said it would "fully co-operate" with the authorities and reaffirmed its "strict compliance with applicable Italian regulations," but declined to comment further due to the ongoing investigation. Dermatologists and consumer protection groups have echoed warnings about the dangers of using adult skincare products on children, highlighting the need for clearer labeling and ethical marketing standards in the beauty industry.
Source: www.bbc.com