P&G Hair Removal Device Probe Closed in Italy Amid Regulatory Concerns
Italy's antitrust authority (AGCM) has closed its investigation into Procter & Gamble's claims for the Braun Skin i-Expert pulsed light epilator. The regulator had been probing the allegedly misleading adverts, which it considered exaggerated and not adequately demonstrated.
The AGCM opened its investigation in February 2026 after receiving complaints about the device's claims. P&G has committed to address the regulator's concerns by removing a claim that the product can leave users free of body hair for two years.
The company also agreed to extend its refund guarantee from 100 days to 200 days, until the end of December 2026, if customers are not satisfied with the product. This move is seen as a compromise between P&G and the AGCM to resolve the matter amicably.