The sudden removal of Lacey M, an 11-year-old child who gained over 1.7 million followers on TikTok in less than a year, has raised questions about how young children are managed online. While her videos showing makeup and dancing made her a star, they also brought her into a world of high-stakes business deals. Her partnership with the makeup brand P.Louise, owned by Paige Williams, and a recent birthday event that left some parents unhappy, have placed her family's choices under public review. This case highlights a struggle between digital fame and the rules set by social media companies to protect children.
"All she’s been doing is making money for her parents." — Molly Clayton, Investigative Reporter
Chronology of Events
| Date | Event | Details |
|---|---|---|
| September 2024 | Account Launch | Lacey begins posting "Get Ready With Me" videos and dances. |
| March/April 2025 | Brand Expansion | Promotes WEARARI at Foot Asylum; appears in videos with her mother. |
| May 2025 | P.Louise Partnership | Signed as a brand ambassador; launches her own makeup collection. |
| June 2025 | Birthday Party | A sold-out event at BOXPARK Liverpool with £38 tickets. |
| June 2025 | TikTok Ban | The account is removed, reportedly due to age limit violations. |
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The core issue involves the conflict between a child’s rapid rise to fame and TikTok's safety rule that users must be at least 13 years old.
Analysis of the P.Louise Partnership
The relationship between Lacey M and Paige Williams, the owner of P.Louise, was a major part of the child's career. Lacey did not just use the products; she acted as a "brand ambassador."
Business Role: Lacey hosted TikTok Live videos where she showed viewers how to use makeup and asked them to buy items.
Product Launch: The brand released a specific collection under Lacey’s name.
Visual Image: At her birthday, Lacey arrived in a McLaren supercar, a vehicle often linked to the P.Louise brand’s wealthy image.
Was this a simple hobby for a child, or was a minor being used as a professional sales tool for an adult-owned company?
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The Liverpool Birthday Event
On a Sunday in June, a party was held at BOXPARK in Liverpool to celebrate Lacey turning 12. While the event sold out, the feedback from those who paid to attend was mixed.
The Cost: Parents paid £38 per ticket to bring their children to see the influencer.
Behavioral Concerns: Some attendees reported that Lacey used foul language (swearing) while on stage, which they felt was not right for a young audience.
Unmet Expectations: Some parents claimed their children were "upset" because they did not get to meet Lacey despite the ticket price.
Supporter Views: Other guests posted online that they enjoyed the event and supported the young star.
Platform Rules and the Permanent Ban
TikTok has a strict policy: users must be 13. Lacey is 11, turning 12. This creates a clear violation of the platform's terms of service.
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Account Status: The account, which had 1.7 million followers, is now gone.
Workarounds: Reports suggest Lacey and her mother are looking for other ways to stay on social media.
Peer Comparison: Lacey has recently appeared with another young influencer, Carly (12), who uses a joint account with her father, Ryan Pollock, to follow platform rules.
Does the involvement of a parent make a child’s presence on a 13+ platform acceptable, or should the age rule be absolute?
Expert Analysis: Reported Findings
Molly Clayton, who has tracked the influencer market, suggests that the "fame" Lacey achieved was "spectacularly imploding" due to the gap between her real age and her online persona.
Financial Gain: Analysis suggests the primary winners in this situation were the adults—both the brand owners and the family members—who profited from the livestreams and product sales.
Safety: Investigators point out that the high-security lifestyle of brand owners like Paige Williams (who is building a "fortress" mansion) stands in contrast to the public exposure of the child influencers they hire.
Summary of Findings
The investigation shows that Lacey M was operating as a high-level professional influencer while still being a legal minor below the platform's age limit. The ban by TikTok appears to be a direct result of these age rules being enforced. While the brand P.Louise provided Lacey with a platform and luxury experiences, it also placed her in a professional sales role that many believe is too much for a 12-year-old.
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Next Steps:
Monitoring if the family attempts to restart the account under a "parent-managed" label.
Observing if brands like P.Louise change how they use child ambassadors following the public pushback from the Liverpool event.
Primary Sources
Daily Mail: Why 11-year-old Lacey M has REALLY been banned from TikTok - Report on the ban and family reaction.
Daily Mail: How P.Louise 'exploited' Lacey's birthday - Details on the brand partnership and the McLaren appearance.
Daily Record: Parents slam TikTok star's lavish 12th birthday - Account of the £38 ticket controversy and swearing on stage.
Famous Birthdays: Lacey.mc.xx Profile - Timeline of her rise to 1.7 million followers.
Daily Mail: P.Louise 'new-money' mansion controversy - Background on Paige Williams.
