Image: WWD

Italy's AGCM Investigates Sephora and Benefit Over Skincare Marketing to Children

27 March, 2026.Europe.12 sources

Key Takeaways

AGCM opened two investigations into LVMH-owned Sephora and Benefit for marketing adult skincare to minors.
Investigations focus on alleged unfair practices targeting children and adolescents with adult skincare products.
Influencer-driven social media campaigns and safety-warning omissions target youth skincare.

AGCM Launches Probe

AGCM launched investigations into Sephora and Benefit over possible unfair commercial practices.

“- Published An Italian authority is investigating beauty brands Benefit and Sephora after they appeared to adopt a "particularly insidious" marketing strategy of using young influencers to market skincare to children”

BBC

The probe centers on marketing adult cosmetics to children under age 10 to 12.

BBC

AGCM raised concerns about cosmeticorexia among minors.

Micro-Influencers and Sephora Kids

Companies may have failed to make clear cosmetics were not intended for children.

They encouraged purchases through young micro-influencers.

CNBC

Sephora has nearly 23 million Instagram followers and is central to the Sephora kids trend.

Health Risks and Inspections

Frequent use of cosmetics by minors may be harmful to their health.

“Italy’s competition authority has launched an investigation into Sephora and Benefit Cosmetics over allegations they are promoting adult skincare products to children through social media, raising concerns about growing unhealthy beauty habits among minors”