Criticism and controversy

Further information: Campaign for Safe Cosmetics and Testing cosmetics on animals

During the 20th century, the popularity of cosmetics has increased rapidly. Cosmetics are used by girls at an increasingly young age, especially in the United States. Due to the fast-decreasing age of make-up users, many companies, from high-street brands like Rimmel to higher-end products like Estee Lauder, have catered to this expanding market by introducing more flavored lipsticks and glosses, cosmetics packaged in glittery, sparkly packaging and marketing and advertising using young models.[citation needed] The social consequences of younger and younger beautification has had much attention in the media over the last few years.