Italy Probes LVMH Over 2 Alleged Child Beauty Marketing Schemes
Updated
Updated · BBC.com · Jun 6
Italy Probes LVMH Over 2 Alleged Child Beauty Marketing Schemes
1 articles · Updated · BBC.com · Jun 6
Summary
Italy’s competition authority has opened two investigations into LVMH, examining whether Sephora and Benefit obscured that some products were not meant for children and adolescents.
AGCM is also assessing whether the brands used covert marketing through young micro-influencers, a tactic regulators link to a fast-growing skincare craze among girls on social media.
LVMH said it is cooperating, does not run campaigns specifically targeting young people, and works only with influencers aged over 18.
The scrutiny comes as doctors warn children are using up to 10 products a day, with some suffering dermatitis and other reactions from anti-ageing ingredients such as retinol.
UK regulators are watching the Italian case for similar issues, while surveys suggest nearly half of 9-to-12-year-olds use multiple skincare products weekly and routines posted by under-18s average £125.
As brands face backlash for targeting kids, can the next wave of youth skincare lines actually be safe and successful?
With research results pending, will 'cosmeticorexia' be officially recognized as a new childhood mental health disorder?
Italian Authorities Investigate Sephora’s Social Media Marketing to Children: The Rise and Risks of the "Sephora Kids" Trend
Overview
Amid growing global concerns about social media's influence on children, the 'Sephora Kids' trend has seen very young children actively buying and showcasing skincare and makeup products online. With Sephora's massive social media following, videos of kids sharing their beauty routines and store hauls have become widespread. In response, the Italian Competition Authority launched a formal investigation in 2026 to determine if Sephora's marketing unfairly targets and influences minors. This probe is part of a larger international movement to address how digital marketing and social media trends impact young consumers and prompt regulatory action.