Bianca Ingrosso

The Consumer Ombudsman barred Bianca Ingrosso AB and CAIA operator Beauty Icons AB from continuing to advertise cosmetics on social media without clear disclosure. Each order carried a potential SEK 1.5 million conditional fine for future breaches. The regulator placed primary responsibility on Beauty Icons and contributing responsibility on Bianca Ingrosso AB.

State of the evidence

Two Consumer Agency publications finding inadequately disclosed adverts.

Legal status — source text

Administrative orders dated 25 September 2025 against both companies.

Attribution

CAIA advertisements were distributed without sufficient disclosure by companies linked to her.

Person targeted by the proceedings

Bianca Ingrosso AB et Beauty Icons AB

Role of the person profiled

Protagonist not prosecuted

Sweden’s Chemicals Agency reported Beauty Icons AB to police after a banned PFAS chemical, perfluorononyl dimethicone, was found in a CAIA eye pencil. In September 2024, the company accepted a summary penal order (strafföreläggande) imposing a SEK 25,000 fine. The company said a second product had also previously contained the ingredient. The penalty was imposed on Beauty Icons AB, not on Bianca Ingrosso personally.

State of the evidence

Regulatory referral, reported presence of PFAS and company acceptance of the summary penalty order as reported by TT.

Legal status — source text

SEK 25,000 penalty order accepted by Beauty Icons AB in September 2024; no identified personal criminal conviction.

Attribution

Marketing by a company she co-founded of a cosmetic containing a prohibited PFAS ingredient.

Person targeted by the proceedings

Beauty Icons AB

Role of the person profiled

Protagonist not prosecuted

Sweden’s Consumer Ombudsman barred Bianca Ingrosso AB from promoting skincare on Instagram without clearly identifying the material as advertising. The order carried a potential SEK 750,000 conditional fine for future violations. It concerned the company, not a personal criminal conviction, and no payment of that amount is established.

State of the evidence

Order published by the Swedish Consumer Agency.

Legal status — source text

Administrative order dated 2 March 2023 against Bianca Ingrosso AB.

Attribution

Commercial posts issued by her company were insufficiently labelled as advertisements.

Person targeted by the proceedings

Bianca Ingrosso AB

Role of the person profiled

Protagonist not prosecuted

Swedish advertising self-regulatory body Reklamombudsmannen (RO) found, among other examples, that a CAIA Facebook advertisement posted on 30 August 2019 was discriminatory towards women. SVT reported that three brand advertisements had been criticised by RO in autumn 2019, with Bianca Ingrosso disputing the judgement of the imagery.

State of the evidence

RO decision of 5 November 2019 and SVT report discussing three adverts.

Legal status — source text

Advertising self-regulatory findings; no established criminal conviction.

Attribution

Advertisements for her brand were judged sexist by the advertising standards body.