Cosmetics brands and wily entrepreneurs are cashing in on the growing trend for make-up for girls as young as seven.
The tween market is exploding as beauty-savvy seven-to-14-year-olds are creating a demand for products beyond what they steal from their mothers' dressers.
New lines such as Material Girl Beauty and Willa are actively targeting the pre-teen market with offerings that are distinctly different from more adult ranges.
They are enjoying success thanks to demand from a generation of youngsters plugged into blogs and magazines like the Zoe Report and Teen Vogue, where they are seeking inspiration.
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