Because the influencer craze rages on, one brand is specializing in a socially savvy influencer base that isn’t overly saturated — yet.

Petite ‘n Pretty is a cosmetics company for youths ages 4 to 18. The brand, founded by former Stila Cosmetics chief product development officer Samantha Cutler, has racked up greater than 30,000 followers since its July launch by appealing to what Cutler identified as a “community of mini MUAs [makeup artists]” — and their parents — on Instagram.

“There’s this whole community of mini MUAs on Instagram and we send quite a lot of them product,” said Cutler. “There’s some really talented artists which can be, like, 12 they usually do all their very own editing, all their very own filming they usually live in Alabama, Kentucky, essentially the most rural, random places. They do these really elaborate Anastasia-style looks, but I believe they only do it for Instagram. They don’t wear it out in public. Our brand can work each ways. We’re an artist-quality product, with sheer washes of color which can be buildable, so whether you’re going to highschool and you wish to just placed on slightly gloss or some eye shadow otherwise you actually need to construct it, we’re very versatile.”

The products are cruelty-free and nut-free and contain a mixture of natural and artificial raw materials. Prices range from $16 for a lip gloss to $39 for a birthday bundle to $68 for a palette and brush gift set. And with a loyal following of child influencers, including celebrity children, Petite ‘n Pretty is well on its option to becoming to Generation Z what Anastasia Beverly Hills is to Millennials.

The thought of a baby influencer may sound each ridiculous and alarming, and Cutler readily admits how bizarre the notion is. But the truth is that child influencers have been a thing, and in contrast to the superinfluencers of today, children aren’t charging exorbitant amounts of cash to post on their pages, despite having much higher engagement rates. In response to Cutler, some Petite ‘n Pretty influencers have engagement rates as high as 30 percent.

“We’ve seeded a whole bunch of individuals,” she said. “If we send $200, $300 boxes to people they usually don’t open them, then we’re not gonna continually send to them. We’re all the time testing recent audiences and seeing who and whose fans are engaging with the brand.”

When it launched, Petite ‘n Pretty dedicated a big portion of its marketing budget to influencer seeding, nevertheless it has since relied on Cutler’s connections as a Los Angeles mom-on-the-scene to grow its influencer network. In September, the brand supplied makeup for the L.O.L. Fashion Show, which was hosted by a friend of Cutler’s. The show made headlines as North West, daughter of Kim Kardashian, walked in it.

Cutler can also be lifelong friends with “The Real Housewives of Beverly Hills” star Kyle Richards, whose 10-year-old daughter, Portia Umansky, has 15,000 Instagram followers. Umansky stars in Petite ‘n Pretty’s holiday campaign together with Piper Rockelle (716,000 Instagram followers), Jessalyn Grace (869,000 YouTube subscribers, 58,000 Instagram followers) and Sophie Michelle (448,000 YouTube subscribers and 180,000 Instagram followers).

“Working with these younger kids and tweens is so authentic and real, they usually’re excited because they’re not immersed on this beauty culture yet,” said Cutler. “They need to be creative they usually like it. It’s refreshing.”

Though its demographic ranges in age from 4 to 18, Petite ‘n Pretty generally works with 13-year-olds — the “aspirational age” — for its marketing efforts because, as Cutler said, “while you’re 11 or 12 or 13, you actually don’t need to use products that a four-year-old is using.” Brands have been deploying this same strategy, though at the next age range, leaving out the preteen set, which is finding a partner in Petite ‘n Pretty.

One such preteen is Zoe Apple, aka @maeupslay.zoe, who has 850,000 Instagram followers and 30,000 YouTube subscribers.

“Lots of the large brands don’t want [Apple] to represent them because she’s not aspirational to their user,” said Cutler. “When you’re Kylie [Cosmetics] or MAC, it’s not likely cool to have a 13-year-old use your product. But for us, it makes a lot sense because she’s a makeup authority that’s 13.”

Petite ‘n Pretty sells direct-to-consumer through its web page and is experimenting with the pop-up format. The brand recently hosted a pop-up in Recent York City’s SoHo neighborhood that was attended by greater than 100 kids and their parents. “Dance Mothers” star Kalani Hilliker, 18, was readily available doing meet and greets.

The brand’s largest following is on Instagram, but as its audience is Gen Z, aka the YouTube generation, it’s finding success on the video-sharing platform, too. Its cosmetics offerings are meant for girls and boys, but based on Cutler, girls garner more engagement online, hence the vacation campaign.

No matter gender, the purpose, said Cutler, is to encourage. Because four-year-olds need inspiration, too.

“We deep-dove into how our products help with hand-eye coordination or how holding a brush helps with constructing the muscles and the dexterity in your fingers, which you utilize to write down your name with. It’s encouraging creative play,” said Cutler. “Whether you’re just entering into beauty at 4 years old in an experiential way otherwise you’re beginning to wear makeup, which quite a lot of these tween girls and boys are all in favour of, we’re attempting to get our brand into their hands to be their best first experience in beauty.”

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