Read Related: Top anti-acne Treatments, Editor’s PicksJoel Carden, executive vice president of marketing and sales for Pacific World, the product manufacturer, emphasizes the green-living, eco-friendly aspect of the products. He says all products are free of chemicals like paraben, phthalates, and sulfates. It’s a move to alleviate parent’s worries about the excess of chemicals in make-up. The manufacturer targets this Z generation of tech-savvy kids with product names based on text lingo such as J4G lip balm. That’s text for “just for grins.” The line also offers ES(Erase Screen) concealer, used to cover dark under-eye circles and make it appear “like U’ve slept 8 hours,” according to the product description on the company’s website.
But, this phase of growing up is now more sophisticated, and it’s a $24 million tween girls market. The retail giant, Walmart, is set to premiere a new cosmetic beauty line just for tweens. It’s called GeoGIRL, aimed at girls ages 8-12. It features 69 products, some of which are being touted as having anti-aging ingredients. There’s also blush, mascara and exfoliators. The cosmetic products include “anti-aging components like willow bark to exfoliate and chamomile to calm, as well as anti-oxidants, which prevent aging,” according to the GeoGIRL website.