I let my kid start wearing make-up aged 3 – she is now 10 & I've spent £1.5K on her 200 products, her regime has 9 steps

The Sun

17-06-2025

A 10-YEAR-OLD who started wearing make-up aged THREE has spent $2k (£1.5K) on over 200 products, has a nine-step daily skincare routine and describes herself as a "proud Sephora kid".
Naiya White, 10, started wearing make-up at the age of three while performing at dance recitals.
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Her mum, Ashley Paige, 38, was a make-up artist in her local Ulta store during the 2000s, and bought Naiya her first make-up item - an Anastasia Beverly Hills liquid lipstick costing $20 (£14.75) - in 2018.
Since then, Naiya has developed a nine-step skincare routine and 11-step makeup routine - with $2,000 (£1.5k) worth of products - which takes her up to 30 minutes every day and refuses to be caught without seven lip glosses in her purse at once.
She dubs herself a 'Sephora kid' - tweens and teens who are obsessed with skincare and beauty products, often visiting Sephora and similar stores to purchase and try products - and insists "you're never too young to start looking after your skin".
Ashley, a graphic designer, from Grand Junction, Colorado, said: "The most important lesson I want Naiya to teach is: You can be a Sephora Kid and have a childhood.
"For me personally, as a mum, I don't believe she needs all those products - I want her to have make-up and skincare and to play with them freely, if they're child-safe.
"But, we don't believe in promoting overconsumption.
moisturiser, cleanser and SPF."
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"I'm obsessed with makeup and skincare - I would honestly love to own my own skincare company when I grow up, or become a makeup artist.
"I spend up to 30 minutes every morning on my skincare, and 15 minutes doing my makeup."
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At the age of three, Naiya had already spent hours watching Ashley doing her skincare and make-up.
By that time she began showing interest in playing with skincare herself and Ashley allowed Naiya to use her baby lotion, body wash and SPF.
But her first make-up item, an Anastasia Beverley Hills liquid lipstick, was bought by Ashley just before Naiya was due to perform at a dance recital.
"At dance, they require girls to wear red lipstick," Ashley said.
"I don't believe girls should be wearing red lipstick or nail polish - it's a woman's colour.
"I took Naiya to Sephora - we picked a very bright pink liquid lipstick.
"That was her first, more prestige, item."
At the age of five, and during the 2020 lockdown, Naiya began following tutorials by make-up artists Mikayla Nogueira and Jeffree Star, under Ashley's supervision.
The tot became "obsessed" with shimmery looks, using glitter eyeshadow and eyeliner.
Her make-up collection began growing, including more "prestige" items like $19 (£14) Laneige lip glosses and $30 (£22) Drunk Elephant skincare.
Now, at the age of 10, Naiya has over 200 makeup and skincare items - and has spent $2,000 (£1.5k) - which she keeps in her vanity table, dresser drawers, and three make-up bags.
Naiya said: "Most of my expensive make-up products I have are from Santa Claus.
"I have 200 products - my mum had to turn my dresser into a vanity table so I could fill it with all of them."
Ashley added: "Naiya is obsessed with Laneige, particularly lip gloss."
A year after discovering her love for make-up, Naiya began watching skincare videos on TikTok, as well as accompanying Ashley to dermatologist appointments.
Together, the mum-and-daughter duo have been reading into products Naiya can use safely - and Ashley says it's "great" she's looking after her skin from such a young age.
Over four years, Naiya has created a nine-step skincare routine - including four steps in the morning and five steps in the evening.
"A few years ago, I was going to Botox and facial peel appointments - Naiya would come with me and get very interested in them," Ashley added.
"I share a lot of my skincare products with her, as long as they're age appropriate.
"I think a lot of people forget that our skin is our largest organ - you can't really teach your child to take good care of their body and not teach them about their entire body.
"We're happy to teach kids about eating healthy food, exercise and mental health, so why not about skincare?"
The pair say they've received messages from critics on TikTok saying Naiya is "too young" to wear the products, after posting skincare videos together.
But Naiya says people would still criticise her if she was suffering from skin issues.
"If a kid has a bunch of breakouts, they'd tell them to take care of their skin more," she said.
"But I do take care of my skin - and they just say I'm too young.
"You have to be careful and educate yourself, because there are skincare products which can harm a kid's skin barrier.
"But even babies have skincare products - I don't think you can be too young."
Ashley added: "We're not saying kids should be using anti-wrinkle cream, or worrying about that.
"But it's important for everyone to be protecting themselves from the sun, and keeping their skin moisturised."