Hurley, who is engaged to Australian cricketer Shane Warne, has been accused of sexualising kids with her two-piece designs, which are modelled by young girls on her website.
The range includes an leopard-print Mini Cha Cha Bikini, as well as the Collette Bikini, for girls aged eight-to-13, which is described as being "great for girls who want to look grown up".
Hurley has attracted criticism from customers as well as officials at British child protection charity Kidscape.
The organisation's director Claude Knights tells Britain's Daily Mail: "It is very disturbing to see some inappropriate items in this swimwear range.
"The pieces that are very adult and which contribute to the sexualisation of young girls - especially in the poses portrayed - do not take account of the child protection concerns that have been well-aired."
A spokesperson for Hurley was quick to hit back, insisting: "Our collections sell extremely well in (UK luxury retailer) Harrods and in numerous stores across America and the Middle East.
"Most of our customers are repeat customers who report that their kids adore the designs."
Hurley isn't the only star to land in hot water with Kidscape bosses this month.
Singer Jessica Simpson was also criticised for showing off a picture of her four-month-old daughter Maxwell in a "totally inappropriate" yellow bikini.
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