Italy’s competition authority has launched investigations into Sephora and Benefit Cosmetics over possible unfair commercial practices related to the marketing of products for adults to children and adolescents.

The Autorità Garante della Concorrenza e del Mercato, or AGCM, said Friday it is looking into Sephora Italia Srl and into Benefit Cosmetics LLC, Sephora Italia Srl and LVMH Profumi e Cosmetici Italia Srl.

“Sephora, Benefit and LVMH P&C Italy confirm they have been notified of the investigative procedure opened by the AGCM Italian competition and market authority,” said LVMH Moët Hennessy Louis Vuitton, parent company of Sephora and Benefit Cosmetics, in a statement.

“As the investigation is ongoing, Sephora, Benefit and LVMH P&C Italy cannot share further comments at this stage. However, they express their willingness to fully cooperate with the authorities,” LVMH continued. “All the companies reaffirm their strict compliance with applicable Italian regulations”

“The investigations center on possible unfair commercial practices linked to the premature use of adult cosmetics among children and adolescents, including those under the age of 10 to 12, by encouraging the compulsive purchase of face masks, serums and anti-aging creams,” the AGMC said in a release. “These practices are linked to the broader issue of ‘cosmeticorexia’ – an obsession with skin care among minors.”  

AGMC said the investigations began over concerns that key information, such as warnings and precautions for cosmetics not intended for or tested on minors, may have been omitted or misleading both online and in Sephora stores, especially in regard to the Sephora Collection of products and Benefit Cosmetics.

“The frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health,” the AGMC said. “The companies also appear to have adopted a particularly insidious marketing strategy involving very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group.”

The inspections at Sephora Italia Srl, LVMH Profumi e Cosmetici Italia Srl and LVMH Italia SpA were carried out Thursday.

Hordes of teens and tweens, sometimes referred to as “Sephora kids,” have found their way into skin-care aisles around the world thanks largely to the prominence of beauty chatter on social media.

Some have taken action. In Sweden a couple of years ago, for instance, a few beauty companies introduced age restrictions for advanced skin care products that contain active ingredients, such as alpha-hydroxy acid and beta-hydroxy acid.