For Girls Who Love Video Beauty Tutorials

We carefully select every product to meet the highest safety standards, steering clear of any harmful or questionable chemicals. Our products are made with natural or naturally-derived ingredients that are gentle on young, absorbent skin.

We follow the Credo Clean Standard—including The Dirty List™ of 2,700+ banned ingredients—but we go even further by excluding all petroleum-derived colorants (FD&C dyes and Lake pigments) for the cleanest formulations possible.

Not in the way you might think. We believe makeup, when used for play, is a way for children to express creativity and imagination—just like face painting or dress-up. Some kids love playing ‘school’ or ‘house,’ while others naturally mimic the grown-ups they admire.

We’re not here to encourage makeup for appearance; we’re here to ensure that if makeup becomes part of their playtime, it’s made with safe, gentle, and non-toxic ingredients that respect their health.

You can use our Shop by Age menu as a helpful starting point, including Ages 3–5, Ages 6–8, Ages 9–12, and Tween Starter Picks. Because every child is different, we also recommend reviewing each product’s ingredients, shades, packaging, and use case to choose what feels right for your family.

If your child has known allergens, we recommend reviewing the full ingredient list on the product page before purchasing.

Every formula is reviewed by our in-house allergist to ensure it meets the highest safety standards. While not every product is classified as hypoallergenic, each is formulated to be gentle on sensitive skin. Since every child is unique, we recommend a quick patch test on the inner elbow before use. Your child’s safety and comfort are always our top priority.