Italy is cracking down on brands marketing to the “Sephora kids.” The Italian Competition Authority (AGCM) is investigating Sephora and Benefit Cosmetics over what they describe as “insidious” marketing aimed at children and tweens. Regulators say the brands didn’t do enough to clearly label which products aren’t meant for minors or properly communicate the potential risks, raising concerns about possible harm to kids’ skin and overall health from ingredients only tested for adult consumers. AGCM also says both brands leaned into strategies that used young micro-influencers to promote skincare routines to their peers, making more mature beauty products feel fun, normal, and aspirational to young viewers. Italy’s investigation also reflects a bigger global shift, where governments are starting to question their kids’ access to social media, and how industries including beauty are influencing them once they’re on it. (CNBC)
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