Fitness-friendly makeup is here - and we're wearing it to the gym
Sweat cosmetics. Or gym-friendly makeup. Sounds like an oxymoron right? Not when you consider the rise of athleisure that’s changed or reflects a change not only in the way that we dress but also the way we work and play.
Just like we want our clothes to look and feel good on our bodies too, we also want our beauty products to do the same, even when we’re working out. So ‘active beauty potions’ could make sense.
According to an article in Businessoffashion.com research firm Mintel identified “active beauty” – products aligned with consumers’ interest in fitness and are designed to be used before, during or after physical activity – as one of it’s four Global Beauty and Personal Care trend predictions for 2017.’
Imagine high-performance products that offer comfort and give you an effortlessly natural look because they’re designed to work with your skin and body. That’s what international brands like Tarte are creating with their new beauty concepts.
They recently launched their Athleisure Makeup line – tinted moisturisers with an spf and antioxidants, sweat-proof mascaras and foundations and more. Another range called Rae Cosmetics, boasts that its sweat-resistant make-up’s been ‘created to take the heat’.
Yet another company started by five professional athletes called Sweat Cosmetics targets women who work out in the sun who need water resistant and breathable products that won’t irritate skin so don’t contain any scents or other potential allergens. Other products include cooling primers and foundations to fight redness during and post-workout perfect for lighter skins.
If fit is the new sexy, health the new wealth, and going out to the gym is the new hanging out at the bar or nightclub where you socialise with friends or might meet a future partner, then it’s understandable that a lot of women want to keep up appearances.
You’ve probably already spent quite a bit on your on-trend lycras, especially if you’re spending time in destination workout spaces with considered décor, juice bars, athleisure boutiques and health eateries.
Who wouldn’t want to complete the look with fitness-friendly flawlessness?
But should you be worried about whether you’re looking selfie-ready when a good workout means breaking out in a good sweat? And isn’t it all just a marketing gimmick?
Some say that ‘active cosmetics’ are products that have long been available – we’ve had oil-free, smudge-proof, water-resistant offerings for years now - that have just been repackaged to take advantage of the athleisure trend. The right kind of product might already be sitting on your bathroom shelf.
Try these 5 athleisure gymbag essentials:
1. Skin care: The Clinique Pep Start range is marketed as ‘your favourite new filters’ with 8 hours of lasting oil control.
2. Waterproof mascara: YSL Volume Effet Faux Cils. You’ll need a strong but gentle eye makeup remover as this stuff really sits on your lashes.
3. Blotting papers: Bobbi Brown
We’re not judging you if you want to wear makeup while you spin or do your squats, but instead of ruining your towel, use these to mop up any shine or water.
4. Facial spray: Nimue Vitamin C Moisture Mist refreshes the skin, has an anti-tiredness effect and has a natural UV sunscreen and antioxidants.
5. Lip balm: Burt’s Bees Why cheat flushed skin with a cheek or lip tint? Just make sure your skin is hydrated and your lips are moisturised with a nourishing salve.