Experts are weighing in on the growing trend of young girls using makeup and the companies choosing to market their products to children as young as 3.
Yamalis Diaz, a clinical child and adolescent psychologist at NYU Langone Health in New York City, told "Good Morning America" that brands should practice responsible marketing when targeting kids.
"I think these beauty brands have a social responsibility to make sure that their messaging is a positive one and that they're not promoting these very unrealistic beauty standards," Diaz said.
In recent years, some brands have started manufacturing and marketing beauty products specifically formulated for young kids -- including clear mascaras, sheer lipsticks and even fragrances -- saying there is demand for them. The burgeoning trend was previously reported by the Wall Street Journal in February.
The Journal report specifically honed in on several brands marketing upscale lip glosses, mineral blushes, gentle moisturizers and more to younger children, some of whom see their older siblings -- dubbed "Sephora tweens" -- dabbling in makeup and skin care early. Some of those brand founders told the outlet their products are meant to provide a "fun" and "harmless" bonding experience between mothers and their kids, or to instill basic and "necessary" skin care habits at a young age.
Some brand representatives say the products can help kids use their imaginations, inspire creativity, and express individuality, offering them a safe option for mimicking parents and older siblings.
Most of the products in the report are marketed to kids ages 3 to 7.
Ceaira Fritcher told "GMA" her 7-year-old daughter Evie likes to play with makeup and started showing interest in makeup at a very young age.
"As I would get ready, she always wanted to be held, so she was always on my hips, since she was probably 2 years old," Fritcher said. "Most little girls, they want to mimic their moms, their sisters."
Fritcher said she and Evie now spend time making "get ready with me" videos for TikTok, which include putting on makeup. Fritcher said their videos often spark debates among viewers in the comment sections.
"A lot of people see it as, 'She's too young, she's too little [to wear makeup],'" Fritcher said. "I feel like I'm allowing her to grow and express herself as anybody else should with their kids, and this is just the way that she likes to do it."
Fritcher said at the end of the day, she emphasizes to Evie that inner beauty is what matters most.
Diaz said parents should be aware of what children are learning from brand messaging, what kids are picking up by using beauty products, and promote healthy self-esteem values overall.
"If it isn't about creative expression and play and imagination, and it becomes more about building a self-esteem from the outside in, that is really the concern," Diaz added.
Board-certified dermatologist Dr. Whitney Bowe told "GMA" that she recommends parents introduce a basic skin care routine of a gentle cleanser, light moisturizer, and daily sunscreen for kids starting around the ages of 11 and 12.
Bowe added that children's skin is delicate, so they should not be using essential oils or fragrances, even if they are labeled as "natural," and kids should avoid any products with strong active ingredients like alpha-hydroxy acids and glycolic acids.
With makeup, Bowe also said children should avoid ingredients like glitter, should not be using heavily pigmented products around the eyes, and should always remove any makeup thoroughly before bedtime.
