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Brief Published: 13 Jan 2016

Arrow: Birchbox Athleisure Beauty Brand

Birchbox's new active brand Arrow

Cult US beauty box subscription service Birchbox is launching an in-house skincare and make-up brand inspired by the runaway fitness and athleisure trend. The move follows the release of its first colour cosmetics line in 2015.

Arrow offers beauty products designed to perform throughout a typical day, but with the added durability of lasting through a workout. This reflects the growing need for fashion and beauty products that allow consumers to seamlessly hop from day to workout to evening without any hassle. See Aday’s Activewear for an example of a brand bridging apparel and sportswear.

Products include a water-resistant mascara, a cooling cheek tint, and a colour-enhancing lip balm, with names such as Endure, Revive and Energize further pushing the active concept. “We were inspired by the trend of athleisure in fashion, and felt that the same elements could apply to beauty – high-performance products that help you look your best, without looking like you are trying too hard," said Katia Beauchamp, co-founder and CEO of Birchbox.

Shrewd brands are recognising how active lifestyles are altering consumers’ approach to beauty. Whether offering sweat-proof formulations (see Fitness Freaks in Lifestyle-Driven Beauty) or repackaging products with an active slant (see Neom x Sweaty Betty), this beauty direction will continue to engage growing numbers of female fitness fans.