Parents buying beauty products for their ‘ugly’ children

If you find yourself looking at your newborn baby with the worrying thought that they are ugly, you wouldn’t be the only one.

A new study finds that 23 per cent of parents say they buy beauty products to make their child look better.

Worryingly, 8 per cent admitted they actually feared their child was ugly, with half of these ashamed of their feelings.

But their fears may not be unfounded, as 27 per cent said they thought one of their friend’s children really was ugly.

The people behind the MyVoucherCodes website, found a 115 per cent increase during the last three months from people searching with the terms ‘baby beauty products’.

Chairman of MyVoucherCodes.co.uk, Mark Pearson says: “After noticing an increase in searches for baby beauty products on the site, we thought it would be interesting to look deeper into why people may be searching for them, and whether or not parents feel they need to buy beauty products for their child. The results were definitely surprising; it seems that quite a few parents feel like they need to improve their child’s looks, and are turning to the likes of make-up and fake tan to do so.”

More than 1,000 UK parents with at least one child aged four and under took part in the study.

The results found nail varnish, lipstick/gloss, mascara, concealer and fake tan were the top five beauty buys.

Though most parents said they bought beauty products for a special occasion, 30 per cent said they wanted to make their child look prettier, and 9 per cent buckled into buying when their child wanted them.