The companies may have failed to make clear that the cosmetics sold by Sephora and Benefit Cosmetics are not intended for children and adolescents, while appearing instead to have encouraged their purchase through covert marketing strategies involving young micro-influencers.

The Italian Competition Authority has launched two investigations, one into Sephora Italia S.r.l., and the other into Benefit Cosmetics LLC, Sephora Italia S.r.l. and LVMH Profumi e Cosmetici Italia S.r.l. The investigations centre on possible unfair commercial practices linked to the premature use of adult cosmetics among children and adolescents (including those under the age of 10/12) by encouraging the compulsive purchase of face masks, serums and anti-ageing creams. These practices are linked to the broader issue of “cosmeticorexia” – an obsession with skincare among minors.

The investigations were opened over concerns that important information – such as warnings and precautions for cosmetics not intended for, or tested on, minors – may have been omitted or presented in a misleading manner, including online and in Sephora stores, and particularly in relation to the Sephora Collection and Benefit Cosmetics lines. The frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health.

The companies also appear to have adopted a particularly insidious marketing strategy, involving very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group.

Inspections at the premises of Sephora Italia S.r.l., LVMH Profumi e Cosmetici Italia S.r.l. and LVMH Italia S.p.A. were carried out yesterday by the Authority’s officials, assisted by the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza).

Rome, 27 March 2026