Quick Facts

• Italy’s Competition Authority launched investigations into Sephora Italia, LVMH, and Benefit Cosmetics on March 27, 2026, over marketing adult skincare to children as young as 10
• This marks the first European regulatory investigation into beauty brands targeting minors with anti-aging products through social media influencers
• Gen Alpha spent $4.7 billion on beauty products in 2023, with their spending power projected to reach $5.5 trillion by 2029

Italy’s Competition Authority opened the first European investigation into beauty marketing to children, targeting Sephora and Benefit Cosmetics for promoting adult skincare products to minors.

The authority launched investigations into Sephora Italia, LVMH Profumi e Cosmetici Italia, and Benefit Cosmetics on March 27, 2026. Officials conducted inspections at company premises on Thursday, examining what regulators called “unfair commercial practices” that encouraged children under 10 to purchase serums, masks, and anti-aging creams.

The investigation focuses on the brands’ use of young micro-influencers on social media platforms to promote what regulators termed “premature use of adult cosmetics.” Sephora has nearly 23 million Instagram followers and over 2 million TikTok followers, where the “Haul from Sephora for Kids” hashtag shows hundreds of videos of children as young as five buying makeup and skincare products.

“All the companies reaffirm their strict compliance with applicable Italian regulations,” LVMH said in a statement, adding they would “fully cooperate with the authorities.”

The regulator coined the term “cosmeticorexia” to describe what it called an “obsession with skincare among minors” fueled by social media marketing. Italian authorities cited health concerns, noting that children using adult cosmetics face risks including rashes, skin redness, irritation, allergic reactions, and skin burns.

“Children’s skin lacks certain protective mechanisms present in adult skin, and beauty products can block pores, promoting bacteria,” said dermatologist Marina Bois. Northwestern University research found that skincare routines posted by teens and tweens on TikTok contained an average of 11 potentially irritating active ingredients.

The investigation comes as Gen Alpha drives significant beauty spending. This demographic, born between 2010 and 2024, spent $4.7 billion on beauty products in 2023. Their projected spending power of $5.5 trillion by 2029 makes them a crucial market for beauty brands.

Sephora generated $19.6 billion in revenue in 2024 while operating over 3,000 stores across 34 countries. At children’s brand Evereden, 85% of revenue now comes from products for Gen Alpha rather than babies.

Other regions are implementing similar restrictions. Sweden’s Apotek Hjärtat restricted sales of retinol and vitamin C products to customers under 15 in March 2024. California introduced legislation in February 2025 to ban minors from purchasing skincare containing Vitamin A or alpha hydroxy acids.

The outcome could shape beauty marketing regulations across Europe, where digital advertising scrutiny continues increasing. If similar regulations spread, Sephora and other beauty retailers may face significant restrictions on marketing and sales to young consumers.

Read more: Italy Investigates Sephora and Benefit Cosmetics Over Marketing to Children