Girl band Little Mix were accused of exploiting their young fans after unveiling their own brand of make-up.
Their Collection range consists of a bronzer, blusher, eye-shadow, lipstick and nail polish, with each member of the band being linked to a particular colour and personal range reflecting their ‘individual style’.
But the group were condemned for adding to the pressures of pre-teen girls as young as seven – who look up to them as role models – and contributing to their ‘early sexualisation’.
Educational psychologist Teresea Bliss said: ‘In the rush for easy money the ex-X-factor contestants like Little Mix are contributing to the early sexualisation of our children.
‘The Little Mix band are a group of young women whose following is younger girls who look up to them as role models.
‘Their young fans will try to look like band members by buying the make up they have endorsed.’
One of their fans, Grace Gardner, aged 7, said she couldn’t wait to buy the make-up – as long as her father would let her.
She told the Mail: ‘I’m a massive fan of Little Mix. My mum might get me the lip gloss as a special treat.
‘I like Jade and Perry’s range the most because of the colours and they are shimmery.’
Jade Thirlwall, 20, Jesy Nelson, 22, Leigh-Anne Pinnock, 21, and Perrie Edwards, 20, have amassed a small fortune since winning the X Factor in 2011 and are currently worth an estimated £3.3million.
They have already launched their own false nails for Elegant Touch, the popular nail brand, and have been the faces of a children’s Primark campaign.
Their clothing line with the high-street value chain – launched last year – was aimed at 7-13 year olds and included bold and fun T-shirts, accessories, leggings and nightware.
The new Collection range – with items priced at around £2.99 – is available from Wednesday in Superdrug and from next week in Boots.
Each band member has created a day and evening look within their individual ranges to reflect their unique style.
Young girls are told they can ‘be vibrant like Jade, bold like Jesy, bronzed like Leigh-Anne, daring like Perrie or mix it up’ to create their own signature look.
The make-up has written on it: ‘Be your own kind of beautiful’.
Jesy’s range features a ‘shimmering pink’ liquid gloss and smokey-eye shadow with her trademark ‘volumised’ eyelashes.
Leigh-Anne’s range includes ‘dazzle me eyeshadow’, Jade’s has turquoise eyeliner and Perrie’s range includes a‘full on mascara’ for ‘extra long fluttery eyelashes’.
Mrs Bliss, a mother-of-three, added: ‘Pre teens should still be building dens in the garden and playing make believe not spending time with make-up trying to attract
‘Our current obsession with using sex to promote the sale of goods makes it harder for young people to mature in their own time and the cynical exploitation of fame and celebrity makes it even harder.’
‘The band really know the pressure that young girls are subject to, they have experienced it for themselves, and yet the opportunity to make money has over ridden any ethical concerns they may have had.’