Italy investigates Sephora and Benefit over skincare marketing to children

What: Italy's competition authority is investigating Sephora and Benefit over allegations of misleading marketing to children.
Why: The investigation focuses on the brands' use of an 'insidious marketing strategy' to appeal to tween consumers.
Signal: This marks the latest move in a growing trend of regulatory scrutiny on the cosmetics industry's marketing practices.
Target: The investigation specifically targets Sephora and Benefit's use of influencers and social media to promote products to minors.
Risk: If found guilty, the companies could face fines of up to **€10 million**.