Walmart is poised to introduce a new line of preteen cosmetics targeting girls between the ages of eight and 12.
The new "Geo-Girls" product line includes everything from eyeshadow and mascara to exfoliators and cleansers. The market for such products is lucrative, with tweens spending about $24 million on lip gloss and other cosmetic items every year.
Still, the move by the retail giant has prompted some to question how young is too young for a girl to wear makeup.
"We are raising another generation of girls who kind of measure their self-worth based on what's on the outside," Dr. Logan Levkoff, author of the book Third Base Ain't What it Used to Be told ABC's "Good Morning America."
Not all parents are opposed to allowing preteens to use cosmetics.
"I feel it's part of hygiene," one mother said. "I do all of these types of things myself and I think they're better off starting young."
But some experts disagree, warning such a practice could cause harm to young girls.
"The use of make-up in some way can be addictive, and what these children would be addicted to is the pursuit of perfection--the superficial, skin deep, 'I'm only as good as I look,'" Dr. Henry Paul told ABC News.
"In the long run it can lead to an erosion of self esteem in a child because they'll begin to think of themselves only as beautiful kids," he added.
Walmart says the new line was developed to give parents a healthy, more age appropriate option for those younger girls.