Teenage Girls Face Surge in Cosmetic Addiction as Authorities Probe LVMH

A new digital phenomenon dubbed “cosmeticreksija” is driving a wave of obsessive skin‑care and makeup use among children, especially girls aged 9 to 12. Algorithms on TikTok and Instagram push videos that showcase elaborate routines, leading many minors to apply up to ten products daily. A 13‑year‑old influencer, Eli‑Mei, has amassed over 330,000 followers and helped her family earn more than £50,000 a year from sponsored posts.

Research by the cosmetics company Pai found that roughly half of children in this age group regularly use multiple heavy‑weight products, often citing “problematic skin” as the reason. Dermatologists warn that ingredients such as retinol, intended for adult anti‑aging, can cause severe irritation, eczema, and permanent allergic reactions in young skin. Italian researcher Dr. Giovanni Damijani of the University of Milan reports cases of frontal fibrosing alopecia linked to excessive chemical exposure.

The Italian Competition Authority has opened an investigation into luxury conglomerate LVMH, focusing on potential hidden marketing through under‑age influencers at Sephora and Benefit stores. LVMH contends it only partners with individuals over 18, but regulators say the evidence contradicts that claim. Psychologists also note rising body‑dysmorphic disorders among affected children, who equate self‑worth with social‑media likes and may withdraw from school due to perceived facial flaws.