Wal-Mart Answers Your Pleas for More Tween Makeup

Is your tween daughter looking homely? Want to get her started wearing makeup as early as possible—but also want to be sure she only wears all-natural makeup? You begged for it. The Wal-Mart corporation delivered!

The geoGirl line contains natural ingredients and is free of phthalates and parabens, chemicals many adult consumers have grown suspicious of. "In this case, we're providing something that's very natural and is more of a glow than anything else," says Carmen Bauza, Wal-Mart vice president of beauty and personal care. The retailer decided to launch the line after hearing customers asking "I really need to help and educate my child on how to take care of our skin," she says.

It's common for parents to think, "God, I really really harbor a strong desire for my pre-teen girl to wear all sorts of makeup. At the top of my list of concerns, however, is the potential presence of phthalates and parabens in that makeup. I'm suspicious of those chemicals. Other than that, full speed ahead, tween makeup-wise."

One of the little girl makeup products they sell is called "F2F." Face to Face. What else would it mean?

[WSJ. Photo via]