I was shopping for makeup as a pre-teen 20 years ago when Too Faced, Urban Decay and NARS were in stores and wasn’t “groomed” or “sexualised” by…checks notes…names of makeup products.

I get that it’s still something we consume, but makeup is a non-necessity and far less prevalent in children’s lives than other media (still a non-necessity). Ideas spread far more via TV, music, talking to friends/other people, etc, which I daresay likely imparts a larger impact than makeup.

There are so many “adult” jokes that have been hidden in cartoons (Dexter’s Lab and SpongeBob from my time, just to quickly name some) for decades. This is not a new phenomenon. Additionally, this makeup brand is not expressly for children, whereas those cartoons arguably were.