(Girls start feeling the pressure to start wearing make-up at the age of 10, and the average age at which girls start wearing make-up is 11 (3 years younger than a decade ago).
With the pressure to look perfect, especially for that "selfie", make-up is increasingly being marketed to preteens: One Direction launched their own make-up line ‘Little Things' in 2013, despite their hit single, What Makes You Beautiful, saying girls 'don't need make-up!'