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!