Athleisure is Inspiring New Ways to Market Makeup for the Gym

 - Feb 17, 2017
While some women have been criticized in the past for wearing makeup for the gym and advised against it to prevent breakouts and smudged mascara, there is a new wave of beauty and skincare products that are being formulated to be lightweight, breathable, waterproof, sweat-resistant and in all, specifically created for intense physical activities.

In the same way that fashion brands are providing effortless all-day activewear, beauty brands are formulating and branding their products to offer the high-performance and long-lasting formulas. Examples of this include Supergoop!'s 'Barre to Bar Beauty Set' and Yuni's No-Rinse Body Cleansing Foam, which is specifically described as a product that "enhances and prolongs effects of yoga practice."

Tarte Cosmetics is looking to be a leader in this beauty segment, especially as it has now applied to trademark the term "Athleisure Skincare."