Some beauty brands like Super Smalls are offering products they say are specifically formulated for young kids and that there’s demand for them.

That was all I could say one January morning when my five-year-old daughter emerged from her bedroom with a full face of makeup – emphasis on full. She had been experimenting with the “real” makeup ...

A new generation of beauty brands is targeting children as young as preschool age, tapping into growing demand for kid-friendly makeup and skincare, and sparking debate among parents about how young ...