As I had the chance to see during my research, make-up is becoming hugely popular among tweens, especially at parties and celebrations (see www.TheGirlsProject.co.uk , tab “Free time & Beauty”). It is so widespread that it’s now the “new normality” and most 8-9 years old in my study think in fact that it is a normal practice.
Not all of them embrace make-up in the same way: from the total sample of 37, there is a 25% of make-up enthusiasts and then about a 15% not interested at all. The majority (60%) are girls who enjoy make-up at parties and special occasions but are not that into it to wear it every day, or others who use it only occasionally as a game between girlfriends.
Today I came across this article which title I really enjoyed :))
..it was 2011 back then, I reckon I could find out at this point how this new launched product is doing!