Italy's competition authority has launched an investigation into LVMH-owned Sephora and Benefit Cosmetics for allegedly promoting skincare products to girls as young as 10-12 years old. The regulator accused the companies of using social media campaigns featuring young micro-influencers to normalize excessive cosmetic use, potentially triggering "cosmeticorexia" – a term describing obsessive beauty routines in adolescents. Sephora and Benefit were also criticized for failing to disclose that their products aren't tested or intended for minors, despite targeting this demographic through platforms like TikTok and Instagram.

The probe focuses on unfair marketing practices, with officials inspecting Sephora Italy, LVMH Perfumes, and LVMH Cosmetics premises. Regulators argue that ads showcasing elaborate skincare routines – often labeled "Get Ready With Me" – exploit young users' insecurities, driving compulsive purchases. Medical experts warn that such practices may harm physical and mental health, citing risks like skin damage from overuse of acids or retinoids in products marketed to children.

LVMH Italy declined to comment, but the investigation highlights growing scrutiny of beauty brands leveraging influencer culture. Parents and advocacy groups have raised alarms about age-inappropriate content normalizing cosmetic dependence. The authority emphasized that marketing to minors without age warnings violates consumer protection laws, potentially leading to fines or operational restrictions.

This case underscores intensifying regulatory pressure on global beauty conglomerates to reassess digital marketing strategies. Experts suggest the outcome could set precedents for age-targeted advertising standards, particularly as platforms like TikTok face increasing oversight for underage user engagement.