The Italian Competition Authority (AGCM) has launched an investigation into Sephora-owner LVMH and Benefit for possibly attempting to sell anti-aging treatments to kids younger than 10.

Italian regulators are looking into an “insidious” marketing campaign that depicts children and young people being encouraged to purchase serums, masks, and anti-ageing creams.

AGMC emphasized that Sephora and Benefit had failed to appropriately label products or omitted at times important precautions on products not intended for use by minors.

These warnings were allegedly omitted from in-store, online, and social media promotions.

AGCM’s statement reads,

“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. 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.”

The Italian regulator said the marketing fuels behavior known as “cosmeticorexia,” which refers to an unhealthy fixation on skincare among minors.

On social media, the “Sephora kids” trend shows Hundreds of videos with children buying and showing off their skincare products under tags like “Sephora kids haul” and “Sephora kids GRWM [Get Ready With Me]”.

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