Stealing their childhood, or indulging child's play? How over a THIRD of parents let their daughters wear make-up before age ten Children grow up fast these days, with many owning their first cell phone before they hit puberty. And now a study has revealed that 35per cent of parents are allowing their young girls to wear make-up before they even reach double digits. The study, conducted by CouponCodes4u, polled 2,105 parents from across the U.S., all of whom had at least one daughter under the age of ten. Hyper-sexualization, or having fun? A study has found that over a third of U.S. parents - 35per cent - allow their children to start playing with make-up before the age of ten, with 'colored lip gloss' the most popular product Most of the respondents - 49per cent - said they did not allow their child to experiment with make-up. However, 35per cent said they let them start playing with cosmetics between the age of seven and ten, and almost a third of the total parents polled admitted to giving permission when their child was only between five and seven years old. Some parents in the recent past have expressed their fears that girls are being sexualized at too young an age, thanks to the influence of shows like Toddlers and Tiaras. However, only 13per cent of the respondents said they were worried they might be sending their young ones a bad message; 56per cent admitted that they were not concerned at all. Mark Pearson, chairman of CouponCodes4u, was not shocked by his findings: 'According to our research, children as young as two have been allowed to play with make-up,' he said. 'Considering the success of the TV show Toddlers and Tiaras, I wasn't all that surprised!' But while more and more adults are allowing their young children to play with make-up, that doesn't mean they have won the approval of all their fellow parents. Starting them young: Suri Cruise (pictured left, in New York in 2011) donned bright red lipstick at the ripe age of five, and on shows like Toddlers and Tiaras (right), made-up children are the norm Last April, mommy blogger Lindsay Cross sparked controversy when she wrote about indulging her four-year-old daughter's penchant for cosmetics. While she told ABC News she saw no harm in letting her daughter experiment, others were not so positive, with one critic writing: 'Make-up in and of itself holds no value, it's the message behind it. 'This little girl is getting the message that she needs make up to "feel pretty"',she continued. I sincerely hope you stop and consider the implications and the value system that you are passing down to your daughter. 'After watching their mother apply it, it's only natural that children will want to try lipstick' Still, parents cite different reasons as to why they think it is acceptable for their daughters to use cosmetics. Of the 16per cent of respondents who said it depended on the situation, 36per cent said they let it happen as part of a game of 'dress up'. Meanwhile, a third of parents said make-up was only allowed on 'special occasions' like weddings and parties, and 13per cent perceived it as a mother-daughter bonding experience. 'Children are often curious about make-up,' said Mr Pearson. And with many watching their mother apply it on a daily basis, it is only natural that they will want to try lipstick too! The type of make-up girls are permitted to wear varies, with 57per cent saying 'colored lip balm' is the most frequent. Lipstick is second most popular, allowed by 46per cent of parents, followed by nail polish at 42per cent.