An Italian authority is investigating beauty brands Benefit and Sephora after they appeared to adopt a "particularly insidious" marketing strategy of using young influencers to market skincare to children.
The Italian Competition Authority (AGCM) said it had launched an investigation into the brands' owner, luxury goods giant LVMH, for possibly attempting to sell anti-aging treatments to kids younger than 10.
It said the company's actions may have helped fuel so-called "cosmeticorexia" - an unhealthy obsession with skincare in young people experts believe may be on the rise.
LVMH said in a statement that it would "fully co-operate" with the authorities but declined to comment further, citing the ongoing investigation.
AGCM said its officers and Italy's financial police had carried out inspections of LVMH and Sephora's Italian headquarters on Thursday as part of its investigation.
