'Hustle & Glow' is the name of a new bundle of "gym bag grabs" from Tarte Cosmetics that are being introduced to the world as "athleisure skincare" products.
The collection includes a sweat-proof mascara, a brightening highlighter-moisturizer, a tinted moisturizer with SPF and a vegan tooth-whitening pen, all of which are designed to put up with tough workouts. While the cosmetic industry has long put a focus on providing products with long-lasting all-day coverage, this message is being slightly shifted to emphasize just how well a product can keep up with one's active lifestyle.
Other notable beauty brands that are hoping to find a sweet spot between cosmetics and athletics include Sweat Cosmetics, Rae Cosmetics, as well as Birchbox's line for the gym, Arrow.
Key Themes Behind This Trend
- Athleisure Skincare
- The trend for makeup products that are designed to put up with tough workouts creates opportunities for gyms and fitness brands to collaborate with beauty brands for disruptive, co-branded athleisure and skincare collections.
- Sweat-proof Makeup
- The trend for sweat-proof makeup means cosmetic brands could disrupt the sports and fitness industry by offering innovative, sports-ready makeup that doubles as workout gear.
- Beauty and Fitness Convergence
- The convergence of beauty and fitness provides opportunities for fitness brands to add value for their customers by offering makeup and skincare products for the active lifestyle, and for beauty brands to tap into a new market and boost product sales with active consumers.
Where This Applies
- Cosmetics
- Cosmetic brands can disrupt the sports and fitness industry by offering innovative, sports-ready makeup that doubles as workout gear.
- Fitness and Gym
- Gyms and fitness brands can collaborate with beauty brands for disruptive, co-branded athleisure and skincare collections, providing added value for their customers.
- Subscription Box Services
- Subscription box services like Birchbox can differentiate themselves by offering gym-friendly makeup collections as part of their offerings.
