Italy opens investigation into Sephora and Benefit over child-targeted skincare marketing

Italy’s antitrust authority AGCM is probing LVMH-owned Sephora and Benefit for potentially deceptive marketing that used young micro-influencers to promote skincare to children under 10, raising concerns about “cosmeticorexia.” The inquiry, including inspections at the brands’ Italian HQ, centers on whether the products were clearly labeled for adults and whether the marketing encouraged premature purchases of anti-aging products. Sephora’s large social followings have featured in the controversy amid the ongoing investigation.