All eight-year-old Ethan wanted was a make-up tutorial. So, his mum bought him one.
So, naturally, his mum, Season Wilwert, bought her son what he desperately wanted, later telling media she wasn't phased by traditional gender expectations.
"Society needs to steer away from what is typically known as the gender roles and stereotypes and accept the fact that it's OK for a boy to wear makeup to express himself as an artist," Season told Huffington Post.
"This does not define his gender identity nor his sexual preference. He's just exploring and being a kid!"
MAC Cosmetics make-up artist, Joey Killmeyer, said he felt "an immediate connection" to the little boy who came wandering into his store.
"He reminded me of myself at that age. It touched my heart that I was able to help him learn what he wanted to know," Joey said.
According to Joey, he did one side of Ethan's face and then instructed him while he did the other side.
Ethan's mum could not be more thrilled about her son's new passion.
"Children need to be loved unconditionally, nurtured and encouraged to discover themselves through their true talents and passions," she told Huffington Post.
"By doing so, and receiving the necessary support from parents, they are building confidence and security in who they are. We as parents should be our child's biggest cheerleader."