Paradoxically, Asia's baby-faced make-up trend has now come full circle to influence beauty and grooming trends among children. You can now find YouTube videos of young toddlers getting their eyelashes curled and hair permed and coloured, of nine-month-olds getting DIY facial massages, and young children dressed up with BB cream and moussed hair at Seoul Fashion Week. Without doubt, children and teens' skincare, make-up and grooming practices are on the rise.
In South Korea, brands like The Face Shop saw cosmetics sales among teenagers aged 13 to 19 double in 2014, while a Korean consumer rights group reported in 2016 that 42.7 per cent of primary-school-aged girls surveyed had used cosmetics before.
But how young is too young to wear make-up?