For instance, since 2007, the use of mascara by tweens - presumably those on the older side - has increased from 10% to 18%, and eyeliner from 9% to 15%.įor parents, this means “it is our opportunity and responsibility to ensure that these girls … are educated on the role of beauty in the most responsible way,” Karen Grant, a group vice president and global industry analyst for NPD, noted in a news release about the findings.

Though women ages 18 to 64 are using less makeup, tween girls (ages 8 to 12) are using more, according to a new report from market research firm the NPD Group. For tweens and teens, one of the rituals of back-to-school time is the fight with Mom over what is and isn’t age- and school-appropriate.Īnd, yes, that discussion is starting earlier.

Whether it’s their first Bonne Bell Lip Smackers or playing dress-up with their mothers’ lipstick, many girls start experimenting with makeup early.