One Direction have been slammed for "over-sexualising" their young fans after announcing their brand new make-up range for girls.
Although the group sing "don't need make-up to cover up" in their hit song, What Makes You beautiful, they recently teamed up with MUA Cosmetics to launch their first range of beauty products including lipstick, blush, nail polish and lip gloss.
But educational psychologist Teresa Bliss, who helps children with their behaviour and learning, believes the move only exploits children.
"This is much like when Primark and M&S released the bra for six-year-olds," she said.
"One Direction's make-up line jumps on the bandwagon of over-sexualising our children for a money spin. Children will always want to be a bit rebellious and they will always want to play grown-up."
Bliss insist that the boys - Harry Styles, Zayn Malik, Louis Tomlinson, Liam Payne and Niall Horan - were using their celebrity status in a detrimental way.
"Having one of the most famous boybands in the world peddle a make-up line is just an appalling way of tapping in on that naivety. This is a far cry from young girls diving into the dressing-up box and trying on their mother's lipstick.
"Many, many young girls dream of being Harry's girlfriend so to use that as a marketing tool is frankly upsetting. It is a shameless and cynical marketing plug which will encourage girls as young as eight to wear make-up, which is outrageous."
One Direction, who found fame on the X Factor, have already endorsed books, dolls, stationery and t-shirts - and are even planning to launch a perfume.
The group are yet to respond to the criticism.