# Athleisure Beauty Fit fashion evolves to integrate cosmetics that complement athletic lifestyles. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Feb 21, 2017 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/athleisure-beauty ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 28, 2015 to Feb 18, 2017 - Published: Feb 21, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Athleisure Beauty trend ### Athleisure Beauty Trend of beauty products designed or curated specifically for active lifestyles. ### Gym-Friendly Makeup Collections Cosmetic brands curating special makeup collections that are designed specifically for use during workouts. ### Post-Workout Skincare Kits Beauty brands launching post-workout skincare kits, featuring products specifically designed to refresh and soothe the skin after workouts. ## What the Athleisure Beauty trend means for industry ### For 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 for Athleisure Beauty Trend score 4.5 out of 10, from popularity 73%, activity 54%, freshness 8%. - Popularity: 73% - Activity: 54% - Freshness: 8% ## Examples of the Athleisure Beauty trend 6 featured examples from May 28, 2015 to Feb 18, 2017. - [Post-Workout Skincare Kits](https://www.trendhunter.com/trends/gym-kit): Mio Skincare's 'Gym Kit' Includes Workout Wipes and a Wonder Gel (Category: Fashion) Implication: The skincare industry can develop new product lines to target the growing market of fitness-conscious consumers in need of post-workout skincare solutions. - [Sweat-Ready Beauty Sets](https://www.trendhunter.com/trends/gym-bag-essentials): Clinique's Pep Rally Kit Packs Gym Bag Essentials into a Water Bottle (Category: Fashion) Implication: The beauty and skincare industry can explore the development of gym-friendly sets and innovative packaging to cater to active consumers. - [Restorative Workout Haircare](https://www.trendhunter.com/trends/workout-haircare): The Hair Warrior Products Offer Protection from Sweat and Heat (Category: Fashion) Implication: Opportunity for beauty brands to create workout-specific haircare products that cater to consumers' post-exercise needs. - [Sweat-Proof Cosmetics](https://www.trendhunter.com/trends/sweatproof-cosmetics): 'Sweat Cosmetics' is a Beauty Line Designed for Highly Active Women (Category: Lifestyle) Implication: 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… - [Gym-Friendly Makeup Collections](https://www.trendhunter.com/trends/tarte-cosmetics): Tarte Cosmetics' 'Hustle & Glow' Introduces "Athleisure Skincare" (Category: Fashion) Implication: Cosmetic brands can disrupt the sports and fitness industry by offering innovative, sports-ready makeup that doubles as workout gear. - [Athletic Mascara Marketing](https://www.trendhunter.com/trends/waterproof-eye-makeup): Eyeko's Waterproof Eye Makeup is Branded as a "Sport" Mascara (Category: Lifestyle) Implication: Exploring waterproof, gym-friendly makeup products opens up opportunities for beauty brands to tap into the fitness market. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)