Makeup is generally geared towards teenagers and adults, but Petite ‘N Pretty is a new cosmetic startup that focuses on providing quality cosmetic products to children as young as four years old. According to the brand's website, Petite 'N Pretty is simply responding to the needs of young girls clamoring for cosmetics, while also focusing on "expression and good old-fashioned fun.” Founded by Sam Cutler, the child-focused cosmetic brand was inspired by her own personal history with makeup as a tool for expressing individuality and encouraging play.
All of the cosmetics offered by Petite 'N Pretty have been sourced and crafted to specifically fit a child's complexion while maintaining a high-quality. All of the products are also cruelty-free, nut-free, and paraben and phthalate-free. These factors help establish the cosmetics as something serious and not just cheap toy makeup.