Italian authorities have opened an investigation into global cosmetics brands Sephora and Benefit over allegations of marketing to children.
On March 30, the BBC reported that Italy's competition authority said LVMH, the parent company of both brands, may have used young influencers to promote skincare and anti-aging products to children under 10.
Authorities say the campaign may have leaned on covert tactics, tapping so-called micro-influencers with just a few thousand followers.
They also raised concerns that some products weren't clearly labeled as not intended for children, or that warning labels were missing or presented in ways that could mislead consumers.
The probe centers on whether encouraging early use of adult cosmetics—face masks, serums and anti-aging creams—amounts to unfair commercial practices.
Notably on social media, the so-called Sephora Kids trend—children posting videos of buying and using cosmetics—has spread, stoking the controversy.
Authorities warn such marketing could promote an unhealthy obsession with skincare among children, a phenomenon critics have dubbed \"cosmetic orexia.\"
Italy's competition authority and the British Association of Dermatologists warned that skincare products can cause irritation or allergic reactions in children and, in some cases, lead to lasting skin problems.
They also said Sephora and Benefit products may have lacked adequate child-specific warnings or presented information in ways that could mislead consumers.
Italian officials conducted on-site inspections at Sephora locations and LVMH headquarters during the probe and are reviewing potential legal violations.
LVMH said it strictly complies with regulations and will fully cooperate with investigators.
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Yuna Nam (yunanam@yna.co.kr)
