Italy’s competition authority has opened an investigation into LVMH brands Sephora and Benefit Cosmetics for allegedly promoting adult skincare products to children and teenagers, fueling what regulators termed “cosmeticorexia.” Regulators accused both companies of using young micro-influencers to encourage compulsive purchases among minors — marking the first European regulatory probe targeting the “Sephora Kids” trend. In a joint statement, Sephora, Benefit Cosmetics, and LVMH Perfumes & Cosmetics Italy said they “operate in strict compliance” with applicable regulations and would cooperate with authorities.

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