Rome: Italy’s competition regulator has launched an investigation into French luxury group LVMH and its subsidiaries Sephora and Benefit Cosmetics over the promotion of skincare products to minors.

The Italian Competition Authority (AGCM) said the probe was initiated amid concerns that key information, such as warnings and precautions for products not intended for, or tested on, minors may have been omitted or presented in a misleading way.

Authorities also suspect the companies of adopting what they described as a “particularly insidious” marketing strategy, involving very young micro-influencers who encourage compulsive cosmetic purchases among children and teenagers, considered a vulnerable group.

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In a statement to AFP, the companies said they would fully cooperate with investigators and reaffirmed their compliance with Italian regulations.

The AGCM noted that the products under scrutiny include face masks, serums and anti-ageing creams. While the sale of such products to minors is not illegal, the regulator warned that frequent and combined use without adequate awareness could pose health risks.

As part of the investigation, officials conducted inspections at premises linked to Sephora and LVMH in Italy on Thursday. The companies could face significant fines if found to have breached regulations.