The Italian government has opened an investigation into cosmetics retailer Sephora for promoting adult skincare products to minors via social media influencers, a practice that regulators say may be fueling an unhealthy fixation on skincare among girls as young as age 10.
The Italian Competition Authority (AGCM) said on March 27 that it has launched two probes—one involving Sephora Italia and another involving Benefit Cosmetics—both owned by French luxury group LVMH. The agency said it suspects that the companies used what it called a “particularly insidious” strategy involving “very young micro-influencers” who encourage compulsive purchases among minors.
