Sephora and Benefit Cosmetics are being investigated by Italy’s competition authority over allegedly marketing adult cosmetics to children.
The Autorità Garante della Concorrenza e del Mercato (AGCM) has launched an investigation into the two LVMH-owned beauty businesses over possible “unfair commercial practices” linked to the premature use of adult cosmetics among children and adolescents.
“Including those under the age of ten to 12, by encouraging the compulsive purchase of face masks, serums and anti-ageing creams,” read a statement from AGCM.
“These practices are linked to the broader issue of ‘cosmeticorexia’ – an obsession with skin care among minors.”
AGCM said it opened the investigations over concerns that important information – such as warnings and precautions for cosmetics not intended for, or tested on, minors – may have been omitted or presented in a misleading manner.
This allegedly included in Sephora stores and online, and particularly in relation to the Sephora Collection and Benefit Cosmetics lines.
“The companies may have failed to make clear that the cosmetics sold by Sephora and Benefit Cosmetics are not intended for children and adolescents, while appearing instead to have encouraged their purchase through covert marketing strategies involving young micro-influencers,” read AGCM’s statement.
“The companies also appear to have adopted a particularly insidious marketing strategy, involving very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group.”
Inspections at the premises of Sephora Italia S.r.l., LVMH Profumi e Cosmetici Italia S.r.l. and LVMH Italia S.p.A. were carried out on 26 March by the authority’s officials, assisted by the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza).
Cosmetics Business reached out to an LVMH spokesperson, who shared the below company statement.
“Sephora, Benefit and LVMH P&C Italy confirm they have been notified of the investigative procedure opened by the AGCM- Italian Competition and Market Authority," read LVMH's statement.
"As the investigation is ongoing, Sephora, Benefit and LVMH P&C Italy cannot share further comments at this stage, however, they express their willingness to fully cooperate with the authorities.
"All the companies reaffirm their strict compliance with applicable Italian regulations.”
Sephora was at the centre of the ‘Sephora Kids’ scandal in 2024 – where beauty shoppers and Sephora staff alike took to TikTok and Instagram to complain about the behaviour of children in-store.
They accused the young shoppers (born between 2010 and 2023) of breaking testers, leaving a mess on the shelves and being rude to salespeople.
The issue of children using skin care products with actives too strong for their skin also arose during this time, and has continued to be a hotly debated issue on social media.
This is not the first time this year that Italy’s competition authority has launched a probe into a beauty company.
The AGCM launched an investigation in February into Procter & Gamble’s adverts for a Braun hair removal device, which it says may have potentially misled consumers.
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