Italy probes Sephora and Benefit over teen skincare marketing tactics

Italy's Competition Authority has launched an investigation into Sephora and Benefit Cosmetics over concerns about their marketing tactics. The probe focuses on whether these brands are unfairly promoting adult skincare products to children and teenagers. Authorities suspect the companies may be using young influencers to drive sales among minors, raising fears of compulsive buying behaviour. The investigation centres on claims that Sephora and Benefit Cosmetics—both owned by French luxury group LVMH—may have misled young consumers. Products like face masks, serums, and anti-aging creams, typically aimed at adults, are being scrutinised for their appeal to minors. The watchdog is examining whether critical details about these items were omitted or presented in a misleading way.

This probe ties into broader concerns about 'cosmeticorexia,' a term describing an unhealthy obsession with skincare products among young people. Italian regulators are assessing whether the brands' use of micro-influencers violates fair trade rules by encouraging impulse purchases. The issue reflects wider European debates on influencer marketing and its impact on minors. Over the past five years, stricter EU regulations—such as the Digital Services Act—and national laws, like France's ban on minors in commercial content, have emerged. A 2025 Kolsquare study highlights the growing professionalisation of influencer marketing, with 74% of brands planning to boost spending in 2026. However, calls for clearer labelling and youth protection are also rising, particularly in France and Germany.

The outcome of the investigation could lead to penalties or stricter guidelines for marketing cosmetics to minors in Italy. If violations are confirmed, Sephora and Benefit Cosmetics may face regulatory action. This case also adds to the ongoing discussion about ethical influencer marketing across Europe.