One America News Network By Reuters
(Reuters) – Make-up retail giant Sephora is under investigation in Italy over marketing adult beauty products to children, which the Italian competition authority says is fuelling an obsession with skincare among minors, including some under 10 years old.
The authority, AGCM, said it was the first European regulator to open an investigation over concerns that LVMH-owned (LVMH.PA) brands Sephora and Benefit Cosmetics are using very young micro-influencers on social media to promote premature use of adult cosmetics. This, it said, is encouraging compulsive purchasing of face masks, serums and anti-ageing creams, behaviours it linked to “cosmeticorexia” – an unhealthy fixation with skincare among minors.
Sephora, Benefit Cosmetics, and LVMH Perfumes & Cosmetics Italy said in a statement that they “operate in strict compliance with the applicable regulations” and will fully cooperate with the authorities. They declined to give any further comment.
Sephora, which has more than 20 million Instagram followers and 2.1 million followers on TikTok, has been at the centre of the “Sephora Kids” social media trend, which documents children making cosmetic “smoothies” in stores and sharing their skincare routines or Sephora “haul” purchases in videos.
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