information:filtering, information:extraction, stylistic:style_transfer, structural:summarization
Controversy

During the 20th century, the popularity of cosmetics increased rapidly. Cosmetics are used by girls at increasingly young ages, especially in the United States. Because of the fast-decreasing age of makeup users, many companies, from drugstore brands like Rimmel to higher-end products like Estee Lauder, cater to this expanding market by introducing flavored lipsticks and glosses, cosmetics packaged in glittery and sparkly packaging, and marketing and advertising using young models. The social consequences of younger and younger cosmetics use have had much attention in the media over the last few years.

Criticism of cosmetics has come from a wide variety of sources including some feminists, religious groups, animal rights activists, authors, and public interest groups. It has also faced criticism from men, some of whom describe it as a form of deception or fakeup.

The new generation has been more accepting of males wearing makeup, and having a "soft pretty boy" look in South Korea has become more widespread in recent years, particularly among younger generations. This trend is known as "K-beauty," and it has been popularized by K-pop idols, actors, and social media influencers. Many of these idols have become beauty icons and have allowed many men to access beauty products and to feel comfortable using them. While there may still be some societal pressure to conform to traditional gender norms, there is also a growing acceptance of individual expression and breaking free from traditional gender roles.

In very recent years (2023/2024) many people posting on social media have reported seeing girls, ranging from 10 to 12 in age in popular cosmetic stores, such as the likes of Boots and Sephora. This is most commonly reported in western countries, specifically America, Australia and the United Kingdom. This has garnered attention because it bring awarness to the growing need for make-up for younger girls and women, many critisize this claiming it's connected to western beauty standards which in recent years have become an increasingly controversial topic in many medias revolving around politics and womans rights. It's also a hot topic in medical spaces such as dermatology, due to the increase of young girls using anti-aging cream, despite only being around 11 years old.