Athleisure Beauty Gathers Pace
In the UK, 's hydrating, brightening and oil-absorbing preps skin for workouts with antioxidant vitamin C, anti-inflammatory aloe vera and moisture-boosting hyaluronic acid and papaya seed oil. The cult fitness product’s “cream-to-satin formula” offers a soft-focus finish, and a breathable base for make-up, if desired.
’s “exercise-friendly” make-up and skincare includes the sweatproof mascara and the facial mist. As well as glowing reviews from the UK beauty press, Skin In Motion’s homepage features a tribute to its tinted moisturiser from an NHS doctor named Serena. “I have been using it under the face masks and it held up really well,” she says.
This points to a growing opportunity to market long-wear colour cosmetics for use with Covid-19 facial protection. Chinese microblogging website Sina Weibo’s “must-haves for face mask make-up” topic had gained more than 14,000 discussions and over 8.9 million page views by February 20 2020 (, 2020).
Fitness make-up was noted as the latest workout essential in 2017 (, 2017), and one in six UK women now wear make-up to the gym (, 2019). British brand launched its make-up range for athletes with the (now postponed) Tokyo 2020 Olympic Games in mind. The capsule colour collection includes space-saving two-in-one products such as a tinted mattifying and moisturising balm stick and a double-ended eye shadow/liner pen. Other personal care items featured are an SPF 50 cream and a gentle, nourishing hair cleanser.
In the US, monthly subscription service has relaunched its athleisure beauty brand , which . The new line conforms to Birchbox’s current remit and features redesigned colourful packaging. Its reformulated adjusts to the user’s pH to enhance natural lip colour and hydrates with mango seed butter.
Meanwhile, Canadian active apparel retailer launched a five-piece gender-neutral personal care line in June 2019. Featuring no-nonsense names such as Anti-Stink Deodorant and Basic Balm, the irreverent line is also sold through French beauty retail giant .
For more on how other self-care products such as aromatherapeutic, muscle-soothing massage oils are enjoying resurgence during lockdown, see .