Italy investigates beauty brands over concerns about young girls’ mental health

Regulator fears use of ‘covert marketing strategies’ by Sephora and Benefit might fuel compulsive habits

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 known as “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.