"It's really scary." Bec Judd shares concern over her daughter's comments about her looks.

The challenges of being a parent to a daughter have begun for Bec Judd after her three-year-old girl Billie recently began complaining about her looks.

“Billie all of a sudden has started caring about her appearance so much. It’s actually scary, and I don’t know where it’s come from,” the mum-of-four told her 3pm Pick-Up radio co-host, Monty Dimond, earlier this week.

"She's got this brush, and she stands in front of the mirror and brushes and brushes her hair," the 34-year-old said.

"She's got this curly hair. She brushes it and it springs back up. And she screams at the mirror, she's like, 'arrrrgh!' She's just furious."

Judd said her only daughter complained to her, "Mummy, I don't like my hair. I want straight hair like you."

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Judd then said that she explained to Billie, "when I go to work I tong my hair so I've got curly hair like you," but apparently the explanation didn't cut it, particularly when they were on a family holiday recently.

"We were going out in Port Douglas, we were going out for dinner. And I had these cool studded flats on and she had little flats with a pussy cat on them, and we were just about to walk out the door, she goes, 'Mum, I can't go out for dinner; you look far more beautiful than me.' She's three!" Judd said.

The TV and radio presenter then asked, "what is going on, though? She doesn't get screen time. She's not watching shows that put any importance on appearance."

Judd's co-host Monty Dimond joked that perhaps "you've got to ugly yourself down".

"Your looks are ruining this child!" she said.

The comments have caused Judd and husband Chris to double down in their efforts to ensure they're promoting the right qualities in all of their children.

"It made Chris and I think we have to put so much emphasis on being a kind human, and being strong, and being smart," she said.