Fun Baby Pony Hair Salon Care Kid Game - Kids Play Horse Dress Up, Makeover Games for Girls

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Quick And Easy Spider Web Halloween Makeup | Makeup For Kids Without Che...

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Petite ‘n Pretty Taps Social Media Influencers to Sell Makeup to Kids

Influencers are getting younger by the minute, and marketers and brands are riding the social media tsunami of wildly popular image-based sites like Pinterest, YouTube and Instagram all the way to the bank.

Petite ‘n Pretty is a new Instagram-launched makeup brand for the Gen Z crowd, ages 4 to 18.

Its website is a canvas of pastel pinks, purples and blue, with sparkly graphics—similar to many beauty e-commerce sites—but this one has models from elementary and middle schools.

The brand calls its cohort “young creatives,” mostly kids with blogs, YouTube channels and a large number of Instagram followers.

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NEW YouTube videois live on our channel! Watch @sophiemichellesays @piperrockelle and @_jessalyngrace_ taste some good (and not so good) candy canes to guess the flavor! Head to our channel to check it out! https://youtu.be/XIJfpgKMteU . . . . . #sophiemichellesays #jessalyngrace #piperrockelle #sophienatics #minimua #holidaymakeup #candycane #tastetestchallenge #mukbang #holidaychallenge #tastetest #candycanes #youtube #youtubevideo #newvideo #makeupforkids #youtubekids

A post shared by Petite 'n Pretty Beauty (@petitenpretty) on Nov 24, 2018 at 11:04am PST

“There’s this whole community of mini MUAs [makeup artists] on Instagram and we send a lot of them product,” said Petite ‘n Pretty founder Samantha Cutler. “There’s some really talented artists that are, like, 12 and they do all their own editing, all their own filming and they live in Alabama, Kentucky, the most rural, random places.”

Top influencers for the brand include Sophie Michelle (448,000 YouTube subscribers; 180,000 Instagram followers), Piper Rockelle (692,000 YouTube subscribers; 716,000 Instagram followers) and Jessalyn Grace (869,000 YouTube subscribers; 58,000 Instagram followers).

The tagline for the Petite ‘n Pretty spot is “sparkle outside the lines” and its mission statement is empowering kids with “top-shelf, age-appropriate, and pediatrician-approved products made for small features, big imaginations.”

It’s an ecosystem unto itself. When 11-year-old YouTuber Jessalyn Grace posted a video about Petite ‘n Pretty, the video racked up 1.5 million views in four weeks and now exceeds 2 million views:

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Pretty in pink for the holidays with @lindceybeauty! . Products used: 9021-Snow! Eye and Cheek Palette 9021-Glow! Eye and Cheek Palette 10K Shine Lip Gloss in Gia Pink and Crown Ruby . . . . . #holidaygiftguide #giftguide #minimua #holidaymakeup #holidayvibes #makeuptutorial #makeupvideos #makeupgoals #shoppingonline #holidaycollection #nutfree #parabenfree #crueltyfree #9021Snow #9021Glow #10kshine #undiscovered_muas #makeuptutorial #tweenstyle #petitenpretty #makeup

A post shared by Petite 'n Pretty Beauty (@petitenpretty) on Nov 27, 2018 at 11:02am PST

Petite ‘n Pretty’s products are cruelty-free, nut-free, paraben-free and phthalate-free, and the most expensive item is, fittingly, an influencer gift box set for $250.

Petite ‘n Pretty has amassed more than 30,000 Instagram followers since its July launch, targeting what Cutler identified as a community of mini MUAs and their parents.

“We are for the in-the-know mom that shops at Sephora or Ulta,” notes Cutler. “She’s on social media. She wants her child to have the best food and cool clothes.”

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