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Italian regulators are looking to clamp down on the tween skincare obsession and are investigating the LVMH
-owned cosmetic brands Sephora and Benefit over an “insidious” marketing campaign to children.
The Italian Competition Authority (AGCM) said Friday that it has launched investigations into the two cosmetic brands centred on “unfair commercial practices,” which saw children and young people, even those under the age of 10, being encouraged to purchase serums, masks, and anti-ageing creams.
The regulator said the marketing is fuelling behavior known as “cosmeticorexia,” which refers to an unhealthy fixation on skincare amongst minors.
