At the center of the debate is 3-year-old Liriana, whose last name has been kept private by her family. Despite her age, the tot is an expert at applying makeup. (Meanwhile, most of us adults are riding the struggle bus). Videos of Liriana show her gently dotting concealer for her (imagined) under-eye circles and bags or complementing her eye shadow with Kylie's liquid lipstick.
Her mom, Suella, started the Instagram account @liriana_dilan to record the everyday lives of Liriana and her brother, Dilan. But the posts that get the most attention seem to be Liriana's makeup videos, one of which has garnered more than 1 million views.
Liriana has been playing with makeup since she was about 2 years old. In fact, she's gotten so good that her finished face is all the toddler's own doing. But kids love to copy their parents by watching and learning, and it does help that Mom herself is expert beauty vlogger @mymakeupcover.
"She loves to copy everything that I do," Suella told Yahoo Beauty. "Literally everything has to match with me: our outfits, makeup, hair!"
Liriana's videos have been met with criticisms that run the gamut from, "She's never going to believe she's beautiful without makeup" to "Too young to be doing that. [There are] toxic chemicals in that makeup that she’s rubbing directly into her eyes. Where the heck are her parents?!"
Others, though, have stepped in to defend the mom, saying playing with makeup is no different from finger painting or other creative expressions.
"I don’t know what you are talking about or what your childhood was like, but mine was filled with little Dora nail polishes and little lip glosses for kids," one woman commented. "It's just makeup."
Suella doesn't understand the judgment and said it's all for fun.
"She’s full of personality, and (makeup is) an activity she enjoys. I allow it from time to time. This isn't an everyday event, and after she puts makeup on, I give her a bath and it’s over," the mom tells the Independent. "I don’t read any of the comments anymore, to be honest, because people are so quick to negatively judge others, and while they’re feuding over a 3-year-old doing her makeup, my kids and I are playing or watching a movie together."
Suella isn't the first person to get in hot water for posting videos of her makeup-loving kid. Kylie Jenner was slammed in 2016 for putting black lipstick on her niece, North West. (Kim Kardashian West has also said that her now 4-year-old daughter is actually interested in making her own makeup tutorials.)
If North West's parents approve, they are in good company. Aima, the 4-year-old behind Aimalifestyle, puts her contour kit in action in a YouTube makeup video that boasts more than 11 million views.
Whether or not you think toddlers are too young to wear makeup, parents can agree that makeup itself isn't the problem. It's how it's presented.
"The message should be about beauty from within and showing their children how to be the best version of themselves," said Jeannine Morris, founder of beauty and wellness blog Beauty Sweet Spot.