Makeup brand Petite ‘N Pretty is blasted for marketing products to kids as young as four

The makeup brand for kids refers to its audience as "young creatives" and some people have major concerns.

Petite 'N Pretty was launched earlier this year in the US and has gained huge interest from children and young teens. While many of us can relate to borrowing some of our mother's makeup when we were younger, or possibly even owning some kids makeup of our own, (an eyeshadow quad in garish hues and butterfly packaging or glitter lipgloss whose consistency was as think and as sticky as honey), there's new "kids makeup" on the market that's of a different calibre altogether. Petite 'N Pretty was set up by Stila Cosmetics' former chief product development officer Samantha Cutler and the company's ethos is that:

"Young creatives are changing the way the world sees pretty by redefining it on their terms with a next-gen point-of-view that celebrates the sparkle in everyone. They get it. Pretty is a feeling and goes way beyond a look — it’s the qualities that inspire, attract and uplift, never define, others."

While the brand claim that the products are "age appropriate", some people aren't convinced. Sable Young, the beauty editor of Allure says that the brand is aimed at "the Gen Z crowd, ages 4 to 18" and says:

 "Make no mistake though, Petite 'N Pretty does not make cheap-o, toy makeup — the products are cruelty-free, nut-free, and paraben- and phthalate-free, according to its website (the price point lies mostly in the teens for a single product, the most expensive item being an influencer gift box set for $250.)"

The publication also mentioned that the brand sponsored makeup for the L.O.L Fashion Show which North West walked in. While we don't think there's anything wrong with kids playing with a little makeup, the marketing of this particular brand has us a little wary. Surely four year olds shouldn't be worrying about whether or not they're pretty? Mums, what's your opinion on this topic?