Unfair commercial practices, largely on social media, are being used to promote skincare products such as face masks, serums and anti-ageing creams to girls as young as 10 to 12 years old, the regulator says. Photograph: iStockItalian regulators are investigating LVMH-owned beauty retailer Sephora and the luxury group’s Benefit Cosmetics brand over claims their marketing has allegedly fuelled “cosmeticorexia”, an unhealthy obsession with skincare among young girls. These marketing campaigns were carried out mainly via social media, the regulator said, leading young girls to “compulsively” buy such products. “The companies are said to have adopted a particularly insidious marketing strategy, involving very young micro-influencers, who would encourage young people, particularly vulnerable groups, to compulsively purchase cosmetics,” the statement said. Apps such as TikTok and Instagram are filled with videos of young girls and teenagers advising their peers on elaborate skincare routines, especially through a popular line of content called “Get Ready with Me”.

Source: The Irish Times March 27, 2026 16:19 UTC