Kids as young as three are demanding makeovers, pedicures and face masks at "pamper parties" designed to make them feel like little princesses.

The children's birthday party concept is taking off in New Zealand after gaining popularity in Australia, where mobile beauty technicians charge up to $1000 for "pamper packages" which include makeup, hair and nails, foot massages, and a ride in a Hummer limousine.

But a child psychologist warns parents should think about the message they are sending to their daughters by putting the spotlight on beauty so young.

In Wellington, Nicole Cortese and Jess Wislang began The Perfect Pamper in 2013 after seeing a gap in the market. SInce then, they have employed another staff member and regularly hold two parties a weekend - offering packages from "Little Miss Makeover" to "Little Ladies Night In" and "The Grand Pampered Princess."

Their top package - the "Ultimate Diva Party" costs about $100 a girl and includes a foot soak, nourishing foot cream, hand and arm massage, a mini-facial, makeup, hair, and beauty salon staples like magazines, fluffy robes and "bubbles" in the form of pink lemonade.

Their website urges parents to "be the first in your group of friends to start the pamper party trend."

Cortese said demand had been strong. "It takes the hassle out of party planning for the parents, and we really thrive on making the girls feel special. I think when little girls see what their mums do they want to be like them, and sit down in a fluffy robe and be pampered."

The typical age of guests was between six and 13, she said, though they had kids as young as three join in. The makeup application was "really light" and they made sure parents had okayed it first. "Young girls of that age play around with their mum's makeup anyway, and they love having their nails painted. It's just a really nice girly thing for them to do."

Amazing Kids Parties, an Australian company, has added pamper parties to the line-up of kids parties they now offer in Auckland. Co-founder Silvia Hope said they run a few every weekend. "It's really about giving them and the birthday girl a fun time, rather than having really professional makeup done. Just a little bit of lippy is all they need. It's not about making them grow up before their time, if they're at the age when they're interested in that kind of thing they're going to start asking for this kind of party." Disney-themed Frozen parties and cooking parties were still more popular for girls, with science and superhero parties top for boys.

Mum Louse Telfer held a pamper party for her daughter Mikayla's 10-year-old birthday last year. "I did it for my daughter because it was her tenth, it was sort of a milestone and the girls loved it. I think there's a certain limit and I definitely think seven is too young, I don't think they would appreciate it or know what was going on."

Auckland University Senior Lecturer in Psychology Annette Henderson said research had shown children who engaged in adult behaviours could struggle to adjust when they were older. "Children might look like little adults, but they don't understand the same things. The important thing here is the message the parent is giving to the child - is it just 'this is something fun to do', or is it 'this is what you need to do to look pretty.' That is the kind of message parents need to be cautious about "

Kids cared about family and friends far more than money, so the pressure to throw the "perfect" party was created entirely by the parents, she said.