Italian regulatory authorities have initiated a formal investigation into luxury conglomerate LVMH’s beauty subsidiaries, Benefit Cosmetics and Sephora, over allegations of employing potentially deceptive marketing tactics directed at young children. The Italian Competition Authority (AGCM) is examining what it describes as a “particularly insidious” strategy involving youthful social media influencers to promote anti-aging skincare products to children under 10 years old.
The investigation centers on concerns that these marketing practices may be contributing to ‘cosmeticorexia’—a growing phenomenon characterized by unhealthy preoccupation with skincare among minors. AGCM officials, accompanied by Italy’s financial police, conducted surprise inspections at LVMH and Sephora’s Italian corporate headquarters as part of the ongoing probe.
According to regulatory filings, the companies allegedly employed “covert marketing strategies” utilizing micro-influencers with smaller but highly engaged followings to encourage the purchase of products not intended for children. The investigation specifically examines whether adequate safety warnings were “omitted or presented in a misleading manner” on products marketed through these channels.
This scrutiny comes amid the viral ‘Sephora kids’ social media trend, where children showcase elaborate skincare routines and product hauls across platforms like TikTok and Instagram, where Sephora maintains substantial followings exceeding 25 million combined users.
Medical experts, including the British Association of Dermatologists, have raised concerns about children using adult skincare products, noting risks of skin irritation, allergic reactions, and potential long-term damage. LVMH has issued a statement committing to “fully co-operate” with authorities while maintaining compliance with Italian regulations.