AGCM Investigates Sephora, Benefit Cosmetics for Covert Marketing

AGCM Competition Press Releases

Filed March 27th, 2026

Detected March 28th, 2026

Summary

The Italian Competition Authority (AGCM) has launched investigations into Sephora Italia, Benefit Cosmetics, and LVMH Profumi e Cosmetici Italia for potential unfair commercial practices. The companies are accused of covert marketing strategies targeting minors with adult cosmetics, potentially omitting crucial safety information.

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What changed

The Italian Competition Authority (AGCM) has initiated two investigations against Sephora Italia S.r.l. and Benefit Cosmetics LLC, Sephora Italia S.r.l., and LVMH Profumi e Cosmetici Italia S.r.l. The core of the investigations concerns alleged unfair commercial practices related to the promotion and sale of adult cosmetics to children and adolescents, including those under 10-12 years old. The AGCM suspects that the companies may have encouraged compulsive purchases of products like face masks and anti-aging creams, potentially omitting or misleadingly presenting essential warnings and precautions, especially concerning the Sephora Collection and Benefit Cosmetics lines. Inspections have already been conducted at the companies' premises.

These allegations carry significant implications for Sephora, Benefit Cosmetics, and LVMH, potentially leading to substantial fines and reputational damage if found in violation of consumer protection laws. The AGCM's focus on "cosmeticorexia" and the use of young micro-influencers highlights a growing regulatory concern regarding marketing practices directed at vulnerable age groups. Companies operating in the cosmetics and retail sectors, particularly those with a significant youth customer base, should review their marketing strategies, influencer collaborations, and product labeling to ensure full compliance with consumer protection regulations and to avoid similar scrutiny.

What to do next

Review marketing materials and influencer collaborations for compliance with consumer protection laws regarding minors.
Ensure all product labeling clearly states warnings and precautions, especially for products not intended for or tested on minors.
Assess internal controls for product marketing and sales to vulnerable age groups.

Source document (simplified)

PS13110 - Italian Competition Authority launches investigations into Sephora Benefit Cosmetics and LVMH Profumi e Cosmetici Italia

PRESS RELEASE

The companies may have failed to make clear that the cosmetics sold by Sephora and Benefit Cosmetics are not intended for children and adolescents, while appearing instead to have encouraged their purchase through covert marketing strategies involving young micro-influencers.

The Italian Competition Authority has launched two investigations, one into Sephora Italia S.r.l., and the other into Benefit Cosmetics LLC, Sephora Italia S.r.l. and LVMH Profumi e Cosmetici Italia S.r.l. The investigations centre on possible unfair commercial practices linked to the premature use of adult cosmetics among children and adolescents (including those under the age of 10/12) by encouraging the compulsive purchase of face masks, serums and anti-ageing creams. These practices are linked to the broader issue of “cosmeticorexia” – an obsession with skincare among minors.

The investigations were opened over concerns that important information – such as warnings and precautions for cosmetics not intended for, or tested on, minors – may have been omitted or presented in a misleading manner, including online and in Sephora stores, and particularly in relation to the Sephora Collection and Benefit Cosmetics lines. The frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health.

The companies also appear to have adopted a particularly insidious marketing strategy, involving very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group.

Inspections at the premises of Sephora Italia S.r.l., LVMH Profumi e Cosmetici Italia S.r.l. and LVMH Italia S.p.A. were carried out yesterday by the Authority’s officials, assisted by the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza).

Rome, 27 March 2026