GeoGirl caters to Gen Z beauty mavens

NEW YORK — Walmart is looking to target little beauty mavens in their tweens with the launch of a new beauty brand dubbed GeoGirl, according to published reports.

GeoGirl, which is owned by Pacific World, will debut in February and reportedly will replace the Mary-Kate and Ashley beauty line at Walmart, according to reports.

The line is positioned as "the first complete collection of fun, informative, natural makeup and skin care for Generation Z."

The beauty collection is made with such natural ingredients as white willow bark, chamomile and lavender, and the packaging is recyclable. In addition, the company will donate a portion of the net profits to charity. Products in the line include TiSC body mist, QTPi mineral blush and J4G lip balm, according to reports.