© unkInappropriate: Make-up for youngsters has attracted criticism for contributing to the over-sexualisation of youngsters. There was widespread condemnation when Katie Price gave her daughter Princess Tiaamii a 'make-over'
The new 'Geo-Girl' beauty line is said to be aimed at the 'tween' market of 8-12 year olds, and will include blusher, mascara, face shimmer and lipstick that is 'mother approved', as well as anti aging products.
According to the marketing team behind the line the formulas are designed for 'young skin' and contain natural ingredients like white willow bark, chamomile, lavender and calendula, as well as anti-oxidants which are said to prevent aging.
Joel Carden, executive vice president of Pacific World, the brand's manufacturer, says the line is designed for young children who want to use 'real cosmetics, but with natural ingredients.'
All 69 products in the range will be paraben, phthalates and sulfate free, a strategy that is designed to attract parents worried about the excess chemicals in make-up.
Synthetic colours and fragrances are also avoided to reduce the risk of skin allergies.
Walmart's divisional merchandise manager Carmen Bauza has told beauty magazines across America which are featuring the new range that the Geo-Girl make-up line is also eco-friendly.
To keep the young eco-minded generation happy, packaging will be recyclable, says Bauza.
The range will be on the shelves from February 21 and has been developed to replace the Mary-Kate and Ashley cosmetics range which was previously sold through the store.
Walmart says the targetted sector has an estimated 2 billion dollars buying power.
Last year there was widespread condemnation when Jordan announced that she planned to launch a kiddie makeup line which would include edible lipstick, blusher, mascara and nail varnishes for little girls to stop them stealing their mother's makeup.
Jordan's daughter, Princess Tiaamii was pictured on the internet after a 'makeover', drawing criticisms of the over-sexualisation of children.
Websites across the world have reacted to news of Walmart's planned launch next month, with many children's experts expressing horror at the move.
One well-known website asked: 'What next for kids? In store Botox?'
Anti-aging products for kids so young they may not have even entered puberty...absolute unbound insanity or as Pete Andre's song title reads, Insania! No suprises it's Walmart leading this particular charge, I wouldn't be suprised if they tapped up KP and her kid's to front the PR campaign! Disgusting on sooooo many levels!