The Italian government has opened an investigation into cosmetics retailer Sephora for promoting adult skincare products to minors via social media influencers, a practice regulators say may be fueling an unhealthy fixation on skincare among girls as young as 10.
The Italian Competition Authority (AGCM) said March 27 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 the companies used what it called a “particularly insidious” strategy involving “very young micro-influencers” who encourage compulsive purchases among minors.
