# High-Performance Makeup Collaborations PUMA & Maybelline Team Up for an Athleisure-Inspired Line By Laura McQuarrie | Published 2019-01-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/puma-and-maybelline References: [prnewswire](https://www.prnewswire.com/news-releases/puma-and-maybelline-new-york-up-the-makeup-game-with-limited-edition-athleisure-inspired-collection-300779747.html) & [maybelline](http://www.maybelline.com) For a few years now, the worlds of fashion, beauty and fitness have been colliding, as seen with the rise of athleisure and even athletically inspired cosmetic products—now, [PUMA](https://www.trendhunter.com/trends/puma-x-247-collection) and [Maybelline](https://www.trendhunter.com/trends/makeup-your-mix) are introducing their first-ever limited-edition collection. Naturally, the PUMA x Maybelline special-edition collection is being introduced as a range of high-performance makeup products that specifically target the needs of Gen Z and Millennial consumers. As Trisha Ayyagari, Deputy General Manager of Maybelline New York, describes: "Our young consumer today prioritizes an active lifestyle whether it be career, fitness or personally. She's always on the go, never settles and needs high-performance products that keep up with her grind." Some of the items in the 12-piece makeup range include a smudge-proof mascara and a Super Stay Matte Ink long-wear lip color in limited-edition shades. For the face of the campaign, the collaborators selected Maybelline spokesmodel and PUMA ambassador Adriana Lima. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 41% | Activity: 75% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Athleisure-inspired Makeup:** Opportunity for cosmetic companies to collaborate with athletic brands and create makeup products specifically designed for active consumers. - **Targeting Gen Z and Millennials:** Brands can focus on developing high-performance makeup collections that cater to the unique needs and preferences of younger consumers. - **Limited-edition Collaborations:** Opportunity for brands to create buzz and excitement by partnering with other companies to release exclusive and unique makeup collections. ### Sectors Adopting This - **Cosmetics:** Cosmetic companies can explore innovative collaborations with athletic brands to create new product lines. - **Fashion:** Fashion brands can incorporate makeup collaborations as part of their overall athleisure collections to offer a complete lifestyle experience to consumers. - **Fitness:** Fitness brands can explore partnerships with cosmetic companies to create makeup products specifically designed for active individuals who prioritize both fitness and beauty. ## Related on Trend Hunter - [Makeup Artist-Crafted Sneakers](https://www.trendhunter.com/trends/air-max-dn-silhouette.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Vibrant Beauty-Inspired Footwear](https://www.trendhunter.com/trends/nike-x-milk-makeup.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [Collaborative Olympian Activewear Ranges](https://www.trendhunter.com/trends/puma-x-247-collection.md) - [Sport-Lifestyle Fashion Collabs](https://www.trendhunter.com/trends/puma-x-madhappy.md) - [Collaborative Vibrant Makeup Collections](https://www.trendhunter.com/trends/emilio-pucci.md) - [Sports Beauty Collaborations](https://www.trendhunter.com/trends/paris-saintgermain-womens.md)