Italy’s competition authority, the Autorità Garante della Concorrenza e del Mercato (AGCM), is investigating Sephora Italia and Benefit Cosmetics for allegedly engaging in unfair commercial practices. The inquiry focuses on how these brands market adult cosmetic products to children, potentially leading to a fixation on skincare that has been termed "cosmeticorexia."
The AGCM expressed concerns about the premature use of adult cosmetics among young people, particularly those under the age of 10 to 12. Investigators suspect that these companies may be promoting compulsive purchasing behaviors related to products like face masks, serums, and anti-aging creams. There are worries that important warnings regarding the use of these products—such as their unsuitability for young skin—may be inadequately communicated both online and in physical store locations.
Given the rising trend of young individuals—often dubbed "Sephora kids"—frequenting skincare aisles propelled by social media hype, the authority's probe coincides with broader societal concerns regarding young girls' mental health. The AGCM highlighted that products specifically marketed to minors could encourage harmful beauty standards and practices among a particularly vulnerable demographic.
The investigation includes inspections at the corporate offices of Sephora Italia and its parent company, LVMH, which has affirmed its commitment to comply with Italian regulations and has expressed readiness to cooperate with the authorities moving forward.
Following international examples, some regions, like Sweden, have already implemented age restrictions on certain skincare products. This global trend underline the urgent need for stricter regulatory frameworks to protect children from potentially damaging beauty marketing practices.
As the investigation continues, it underscores the growing scrutiny of beauty brands and their responsibilities in promoting healthy self-image and mental wellbeing among young consumers.
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