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AGCM Launches Probe
AGCM launched investigations into Sephora and Benefit over possible unfair commercial practices.
“Benefit and Sephora appeared to adopt a particularly insidious marketing strategy of using young influencers to market skincare to children”
The probe centers on marketing adult cosmetics to children under age 10 to 12.
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.
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.
“The frequent and combined use of a wide range of cosmetics by minors may be harmful to their health”
Authorities conducted inspections of Sephora and LVMH premises.
LVMH said it would fully cooperate with authorities.
Broader Regulatory Trends
This is the first European probe into marketing adult skincare to children.
It highlights rising regulatory scrutiny in the beauty sector.
Selling cosmetics to minors is not illegal but regulators are wary of health impacts.