Our daughter just turned 13 and she's been begging us to wear makeup for a year at least. I am doing with her what my mother did with me. If she wants to wear more than lip glass
and mascara, then we make time before school or an event and I do her make up for her. I do give her colored mascaras, blue, purple as well as brown black..it's fun and honestly it's meant for girls her age and a bit older. My husband and I agree that until she perfects her application techniques, understands color theory and how it applies to her, I'll be doing her make up.
We take a few nights every week and sit in front of my mirrored closet doors and practice together. She tells me what colors she wants to work with and I'll show her how to use and apply them. I don't mind doing this because I'd rather be the one teaching her than the "crazy" looking girls she goes to school with...lol.
As far as branding goes, I do feel that quality is important, but she has to use her own money to build her collection. I recently took her to my MAC counter to purchase her first l/g. She heard me talking about the Viva Glam collection and wanted to make that her first MAC purchase. When the MUA's realized the purchase was for her, they were like..Wow, thank your Mom, this isn't cheap! She said thank you anyway but then said, I'm using my allowance and then they thanked her...LOL..it was cute.
I've been in cosmetic industry for 8 years and with my former client base I ran into this dilemma plenty of times. I gained client loyalty because I didn't suggest too many products and lost some because I didn't suggest enough. In my experience the preferences came from the parent. When making suggestions I would think of my own daughter at that age and suggest what I thought was appropriate. They don't need a full face at any age under 20 in my opinion and even then a tinted moisturizer or a light pressed powder can work just fine. Unless someone has serious skin issues, less is more. Their skin is as beautiful as it will ever be in their life...why suffocate it with a ton of make up.....uugg..lol. If anything they should be babying it with skincare and sunscreen.