Byline: Laura Klepacki

NEW YORK — If there was any doubt that the cosmetics market is skewing younger, look no further than the nation’s largest toy retailer.
Toys “R” Us has entered the burgeoning youth cosmetics business with an assortment of its own called True Girlz. The company declined to comment on the line, which began rolling out six months ago. But a supplier, who asked not to be identified, said, “It is doing great.”
At one New Jersey Toys “R” Us store, True Girlz was merchandised in an eight-foot display along with the retailer’s Zizi and Zynn body products. The purple and lime green fixture, complete with a girl-sized full-length mirror on one end, included a column of rotating shelves carrying nail polish, lip gloss, body glitter pots and roll-on body glitter.
Prices start at $1.99 for nail polish and a 0.25-oz. scented roll-on body glitter. A cosmetics set of two mini lipsticks, a mini nail polish and scented body-glitter pot was priced $4.99. A variety of sets were offered, including some with plush toys. A store clerk said the display had been up about a month. A selection of colorful play pillows, also under the True Girlz banner, were merchandised alongside the cosmetics. A six-inch square blue pillow with a pink kitten and yellow hearts was priced $5.99.
The Zizi and Zynn assortment included shower gels and body lotions in 4-oz. jug bottles. And a 4-oz. “Shake and Shine Hair Spray” and a 1-oz. roll-on glitter were both $4.99. Scents included apple, tropical, floral and berry. A set containing a 2-oz. shower gel, hair mascara, body spray and body lotion was priced $9.99.
On the other side of the fixture was a run of hair accessories and jewelry priced $3.99 to $4.99 each. Sources said the Toys “R” Us line is being supplied by several manufacturers.
Drugstores have generally stayed away from offering private label cosmetics, but among specialty retailers it has become a popular practice. Claire’s, Limited Too, Bath & Body Works and Charlotte Russe all carry a store brand.

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