There are different types of pageants, the really bad ones are called Glitz pageants, maybe they don't have that in Great Britain. For a glitz pageant makeup and big hair are required. It's really incredibly sad, the parents are usually overly invested in their child doing well, it seems to provide some kind of validation if their child wins, especially the ultimate grand supreme, the title everyone wants. If they lose they get really upset, it's kind of pathetic.
In most cases the parents are not wealthy, I don't know how they can afford to do it, one outfit can cost hundreds of dollars and they need at least two if not three different outfits. They usually have to travel, so they have to pay for hotels, a coach, lessons, spray tan and the entry fee for the pageant itself. Sometimes the kids are into it, sometimes not so much. They give them candy (it's referred to as pageant crack) when they are tired, sometimes they have to bribe them to get them to perform. Some of the girls are total brats, the mom will let them get away with anything as long as they will perform.