LVMH and Sephora under fire from Italian antitrust over aggressive marketing to minors
The Italian Competition Authority (AGCM) has launched two investigations into Sephora Italia and its LVMH group partners for unfair commercial practices targeting minors. The probe focuses on a marketing strategy deemed deceptive, which allegedly uses very young micro-influencers to sell adult cosmetics to children and teenagers.
The first investigation targets Sephora Italia alone, while the second jointly involves Benefit Cosmetics, Sephora Italia, and LVMH Profumi e Cosmetici Italia. Both proceedings concern the promotion of adult cosmetics—including face masks, serums, and anti-aging creams—to a young audience, sometimes under the age of 10 to 12. This trend, which specialists have dubbed "cosmeticorexia," is said to encourage compulsive consumption.
According to the AGCM, the companies allegedly omitted or deceptively presented essential information, such as warnings, precautions for use, and the lack of testing on minors. These shortcomings were noted in both physical retail outlets and online channels, specifically regarding the Sephora Collection and Benefit Cosmetics lines.
The Authority also highlighted a marketing strategy it considers particularly insidious: the use of very young micro-influencers to induce a vulnerable audience into the repeated purchase of products unsuitable for their age. The regulator indicated that the frequent and combined use of these cosmetics by minors, without adequate information, could pose health risks.
Inspections were carried out yesterday at the companies' premises by AGCM officials, assisted by the Special Antitrust Unit of the Guardia di Finanza.
LVMH Moët Hennessy Louis Vuitton SE is the world leader in luxury products. Net sales break down by family of products as follows:
- fashion and leather items (46.7%): brands such as Louis Vuitton, Christian Dior, Celine, Loewe, Kenzo, Givenchy, Fendi, Emilio Pucci, Marc Jacobs, Berluti, Loro Piana, etc.;
- watches and jewels (13%): Bulgari, TAG Heuer, Zenith, Hublot, Chaumet, Fred brands, Tiffany, etc.;
- perfumes and cosmetics products (10.1%): perfumes (Christian Dior, Guerlain, Loewe, Kenzo, Givenchy brands, etc.), makeup products (Make Up For Ever, Guerlain, Acqua di Parma, etc.), etc.;
- wines and spirits (6.6%): champagnes (Moët & Chandon, Dom Pérignon, Veuve Clicquot, Krug, Ruinart, Mercier, Château d'Yquem, Domaine du Clos des Lambrays, Château Cheval Blanc, Colgin Cellars, Hennessy, Glenmorangie, Ardbeg, Belvedere, Woodinville, Volcán de mi Tierra, Chandon, Cloudy Bay, Terrazas de los Andes brands, etc.; No. 1 worldwide), wines (Cape Mentelle, Château D'Yquem, etc.), cognacs (mainly Hennessy; No. 1 worldwide), whisky (mainly Glenmorangie), etc.;
The remaining net sales (23.6%) are from selective distribution through the Sephora, DFS, Miami Cruiseline chains and Le Bon Marché and La Samaritaine department stores.
At the end of 2025, products are marketed via a network of 6,283 outlets located throughout the world.
Net sales are distributed geographically as follows: France (8.3%), Europe (18%), Japan (7.9%), Asia (26.5%), the United States (25.6%) and other (13.7%).
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