Answered[ Edited ]
Hi for a 10 year old just getting into makeup I think these Stila palettes for $10 are fun, appropriate and super-cute!
and this Stila eyeshadow palette is cute/beautiful fun age-appropriate colours too:
Also, a makeup book would be a lovely gift.
i would definitely agree with tenngal by saying either hello kitty (which has added appeal since it is a fairly new line!) or tokidoki. tokidoki has some new small palettes out now that have 4 eyeshadows in each palette as well as a character charm that comes along with it. so cute!
I think you'll want to educate her first on proper skincare as that will help her pull of more make-up looks. Get products that have SPF in them for day and make sure she gets into the habit of using them. I think that at that age, Daily sun protection and cleansing is all that's needed.
As for make-up I would keep it simple. I think Nail Polish is a great way for a 10 year old girl to express herself and at that age she can get away with so many colors!!
Also, tinted lip balms, clear mascara, sparkly lip gloss and MAYBE glitter/colored eyeliner.
I would suggest that for make-up you investigate brands that she can afford with her allowance like NYX, LA Colors, Burt's Bees, Maybelline.
Lip Smackers lip gloss! Vanilla Frosting used to be my favorite flavor when i was a kid! Lip Smackers puts out some cute gift sets too. As far as eyeshadows, etc, I think any drugstore brand would do. I don't think a 10-year-old needs any high-end products just yet.
If I were you, I would go to a Target or Walmart, find a cute kaboodle or makeup bag, and fill it up with different lip glosses, nail polishes, eyeshadows, etc. and just have fun with it!
Philosophy has a great collection of fruity, sparkly lipglosses that my daughter loves.
Pre-teens and teens love Hello Kitty and tokidoki. I'll post the links to both below:
Hello Kitty: http://sephora.com/browse/brand_hierarchy.jhtml?br
I hope this helps you.