P&G Under EU Scrutiny in Cross-Border Personal Care Sales Probe

THE WHAT? Procter & Gamble has been identified as the unnamed company targeted in an EU antitrust probe into suspected restrictions on cross-border sales of personal care products within the European single market, according to a report in Bloomberg.

THE DETAILS The European Commission is investigating whether P&G segmented the sale of personal care products across EU member states to prevent the free movement of goods at lower prices. While P&G was not officially named in the initial announcement, sources have confirmed its involvement, with the company reportedly receiving detailed information requests from regulators. The probe, which began alongside a separate case involving soft-drinks companies, is currently in the fact-finding stage and no formal accusations have been made. The Commission has also reached out to competitors and customers for supporting evidence. Under EU competition law, companies found to have violated single market rules can face fines of up to 10% of global annual revenue.

THE WHY? The probe forms part of the EU’s broader crackdown on market practices that may inflate consumer prices by restricting the free flow of goods. In the cosmetics and personal care sector—where pricing, distribution, and regulatory frameworks vary across borders—such segmentation can significantly impact consumer access and competitiveness. This investigation signals growing regulatory pressure on global beauty and personal care multinationals to comply with EU single market principles.

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