Walmart Launching GeoGirl Makeup Line for Tweens

Filed under: In The News, Fashion, Tween Culture


Lots of little girls love dipping into their mothers' makeup bags, applying lipstick, blush and eyeshadow just like Mommy.

And, although many say cosmetics are a no-no for kids, Walmart is set to premiere a new beauty line just for tweens.

GeoGirl -- aimed at girls ages 8 to 12 -- will include 69 items, including blush, mascara, lipstick and face shimmer.

"It's the first door to beauty for the next generation," Joel Carden, executive vice president, marketing and sales for Pacific World, the company behind GeoGirl, tells Women's Wear Daily. "These are real cosmetics with natural ingredients that will create return purchases and create a true beauty consumer."

In other words: Get 'em while they're young -- like, really, really young.

GeoGirl won't be the first makeup line for tweens sold at Walmart. Disney Princesses, Lip Smackers, Lotta Luv, FAB Beauty and Crayola are all in stores, WWD reports.

Of course, there are those who take issue with tweens wearing lipstick.

"We are raising another generation of girls who kind of measure their self-worth based on what's on the outside," Dr. Logan Levkoff, author of "Third Base Ain't What it Used to Be," tells "Good Morning America."

Levkoff tells the ABC show that she is not against the idea of tween makeup altogether, but it should be seen as something to have fun with, not something girls must wear.

"It's really about playing within your home and not feeling like you have to put on a face for everything else," she tells "Good Morning America."

GeoGirl is set to hit stores Feb. 21. According to WWD, formulas are made for delicate young skin, with natural ingredients and are free of parabens, phthalates, sulfates, synthetic colors and fragrances. The makeup also comes in recyclable packaging.

Prices range from $3.99 to $5.99. A website is set to launch Feb. 25, and, WWD reports, will feature how-to videos and tips on making the world a better planet.

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