Concerns surround the attempt to sell anti-aging treatments to children under age 10.
An investigation has been opened into beauty brands Sephora and Benefit over concerns they're marketing skincare to children.
The Italian Competition Authority is looking into the brands' owner LVMH, for possibly attempting to sell products such as anti-aging treatments to kids younger than 10.
It says the company's actions could be causing young people to develop an unhealthy obsession with skincare, which it's calling "cosmeticorexia".
Luxury goods giant LVMH says it will 'fully co-operate' with authorities.
HSE National Clinical Lead for Dermatology, Professor Anne Marie Tobin says 'targeting young children with products with active ingredients is an issue as there is no clinical data on the use or understanding of the safety profile surrounding such products'
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