Category
Fashion
Scaled Restraint
Trend cluster
Category
Athleisure
Beauty
Fit fashion evolves to integrate cosmetics that complement athletic lifestyles.
4.5
Trend score
Trend
What is the Athleisure Beauty trend?
Athleisure Beauty: Far from going out of style, athleisure is increasingly permeating adjacent categories, going beyond activewear and into the beauty and skincare realm. As cosmetic brands adapt to the new demand for fitness-focused products, we’re starting to note launches of gym-specific makeup collections and lines of skincare and haircare tailored for active lifestyles. This shift demonstrates a new niche in the world of beauty as athleisure trends continue to evolve.
Trend themes
Themes within the Athleisure Beauty trend
Three behaviours holding the trend together01
Athleisure Beauty
Trend of beauty products designed or curated specifically for active lifestyles.
02
Gym-Friendly Makeup Collections
Cosmetic brands curating special makeup collections that are designed specifically for use during workouts.
03
Post-Workout Skincare Kits
Beauty brands launching post-workout skincare kits, featuring products specifically designed to refresh and soothe the skin after workouts.
Industry implications
What the Athleisure Beauty trend means for industry
Where the trend changes the playbookFor
Beauty and Cosmetics
The beauty and cosmetics industry can leverage this trend and target a new audience of active consumers.
For
Athletic Apparel
Athletic apparel brands can find potential for cross-promotion by marketing beauty products designed for use during workouts.
For
Fitness and Wellness
Fitness and wellness businesses can explore partnerships with beauty brands, offering their products to post-workout customers.
Workshop question
Is there a niche in your customers' lives that you could target your products towards?
Trend signals
Trend signals for Athleisure Beauty
Trend score 4.5 out of 10, from popularity 73%, activity 54%, freshness 8%.
Popularity73%
Activity54%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Athleisure Beauty trend
6 featured examples from May 28, 2015 to Feb 18, 2017CategoryFashion
Post-Workout Skincare Kits
Mio Skincare's 'Gym Kit' Includes Workout Wipes and a Wonder Gel
The skincare industry can develop new product lines to target the growing market of fitness-conscious consumers in need of post-workout skincare solutions.
CategoryFashion
Sweat-Ready Beauty Sets
Clinique's Pep Rally Kit Packs Gym Bag Essentials into a Water Bottle
The beauty and skincare industry can explore the development of gym-friendly sets and innovative packaging to cater to active consumers.
CategoryFashion
Restorative Workout Haircare
The Hair Warrior Products Offer Protection from Sweat and Heat
Opportunity for beauty brands to create workout-specific haircare products that cater to consumers' post-exercise needs.
CategoryLifestyle
Sweat-Proof Cosmetics
'Sweat Cosmetics' is a Beauty Line Designed for Highly Active Women
Beauty companies and personal care manufacturers are moving toward the use of sweat-proof and natural ingredients to meet the growing demand for healthy and sustainable beauty pro…
CategoryFashion
Gym-Friendly Makeup Collections
Tarte Cosmetics' 'Hustle & Glow' Introduces "Athleisure Skincare"
Cosmetic brands can disrupt the sports and fitness industry by offering innovative, sports-ready makeup that doubles as workout gear.
CategoryLifestyle
Athletic Mascara Marketing
Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara
Exploring waterproof, gym-friendly makeup products opens up opportunities for beauty brands to tap into the fitness market.
