LVMH's Sephora, Benefit Cosmetics Face Italian Probes Into Marketing Practices

By Andrea Figueras

The Italian Competition Authority said it is investigating beauty brands Sephora and Benefit Cosmetics over potential rule breaches related to the premature use of adult cosmetics by children and adolescents.

The regulator said it is looking into whether the companies, both of which are part of French conglomerate LVMH, might be using unfair commercial practices and encouraging the compulsive purchase of face masks, serums and anti-aging creams. Such practices can be linked to an obsession with skincare among minors, known as "cosmeticorexia," it said.

The probes follow concerns that important information, including warnings and precautions for cosmetics not intended for, or tested on, minors, might have been omitted or presented in a misleading manner, the Italian watchdog said.

"The frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health," the watchdog said.

The regulator said the companies appear to be using a marketing strategy involving young "micro-influencers," social media creators with smaller audiences, who encourage the purchase of cosmetics among young people.

LVMH, Sephora and Benefit Cosmetics didn't immediately respond to requests for comment.

Write to Andrea Figueras at andrea.figueras@wsj.com

(END) Dow Jones Newswires

March 27, 2026 04:23 ET (08:23 GMT)