Italy Investigates LVMH and Sephora for Marketing Adult Skincare to Children

Italy's AGCM launched an investigation on Friday against French luxury conglomerate LVMH and two of its brands, Sephora and Benefit Cosmetics, over the alleged promotion of adult cosmetic products to children and adolescents. The authority said it is examining whether the companies provided omitted or misleading information in physical and online stores to encourage the early use of anti-aging creams, serums, and face masks by minors. The probe specifically targets the Sephora Collection and Benefit Cosmetics product lines. Inspections have already been carried out at Sephora and LVMH facilities in Italy as part of the procedure. The investigation could result in heavy fines if the companies are found to have engaged in unfair commercial practices.

Young influencers used to drive compulsive purchases, authority says The AGCM stated that the three companies are suspected of deploying very young influencers on social media to encourage other young people — described as a particularly vulnerable audience — to make compulsive purchases of cosmetics. The authority said the promotion of these products, including those directed at children between the ages of 10 and 12, encouraged impulsive buying of face masks, serums, and anti-aging creams, with potential health consequences. The investigation focuses on warning notices and precautions relating to cosmetics that are not intended for minors or have not been tested on them. The AGCM said it is reviewing both the physical store environment and the digital presence of the Sephora brand for misleading or omitted consumer information. The use of micro-influencers targeting minors forms a central element of the authority's concerns about the companies' marketing strategies.

Sephora Collection and Benefit Cosmetics lines at center of probe The two product lines named in the investigation — Sephora Collection and Benefit Cosmetics — are both owned by Sephora, which is itself a subsidiary of LVMH. The AGCM said its review covers both in-store and online channels, examining how products not designed or tested for use by minors were presented to younger consumers. The authority's statement described the marketing practices as promoting the early adoption of adult cosmetics by children and adolescents. The probe encompasses the full range of commercial communications, including influencer campaigns on social media platforms. If the investigation concludes that unfair commercial practices occurred, the companies face significant financial penalties under Italian consumer protection law.

Broader scrutiny of cosmetics marketing to minors grows across Europe Regulatory concern over the marketing of adult cosmetic products to minors has grown across Europe in recent years, driven in part by the rise of social media platforms where influencer-led beauty content reaches young audiences. Italy's AGCM was established by law on October 10, 1990, and holds broad powers to investigate and sanction unfair commercial practices. The authority has previously investigated major consumer brands across multiple sectors for misleading advertising and consumer protection violations. The AGCM's action against LVMH reflects a wider pattern of European regulators scrutinizing how luxury and beauty brands use digital marketing to reach younger demographics. The investigation highlights growing institutional concern about the health implications of minors using cosmetic products formulated for adult skin, including anti-aging compounds. The authority's decision to conduct physical inspections at company facilities signals the seriousness with which it is treating the allegations. LVMH, one of the world's largest luxury goods groups, has not publicly commented on the investigation according to the source articles. The outcome of the probe will be closely watched by the broader cosmetics industry operating in European markets.