Italian regulator probes Sephora and Benefit over ‘cosmeticorexia’ claims

Promotion of beauty products to young girls may fuel compulsive habits and potential health risks, says watchdog

Italian regulators are investigating Sephora and Benefit Cosmetics over the apparent use of “covert marketing strategies” to sell beauty products to young girls that might be fuelling an unhealthy skincare obsession called “cosmeticorexia”.

The Italian Competition Authority said it was looking into promotions for skincare products such as face masks, serums and anti-ageing creams that in some cases appeared to target girls under 10.