Beauty Trend Alert! Consumers Want Activewear… For Their Face?


Whatever their reasons may be, plenty of people wear makeup to the gym. Products like ultra long-lasting lipstick, water (and sweat!) resistant mascara, and breathable foundation, make it easier than ever to get a workout in while being all (or just moderately) dolled up. After all, the “no-makeup” makeup look is perfect for an hour of squats at the gym.

Beauty brands have taken this trend and ran with it. With more consumers focusing on a healthier lifestyle than ever before – why not meet them where they live?

With athleisure making such big waves in the apparel industry, it was only a matter of time before we began to see inklings of its influence in other areas of retail. Global financial services firm Morgan Stanley estimates that the category totaled $97 billion USD in sales in 2015 – up 40 percent from 2010. Consumers love the athleisure trend not only because of how it looks but what it represents – a well-rounded and active lifestyle. The next step? Trendy and stylish activewear… for your face.

What will they think of next?

Earlier this year, Tarte Cosmetics launched an athleisure makeup line. This included items like blotting papers (to keep consumers looking dewey, not greasy), highlighting moisturizer (to maintain that post-workout glow), and a tinted SPF infused with antioxidants and other all natural ingredients. Dubbed “Hustle & Glow,” the campaign involved a series of “fitfluencers” to further promote the line, showing Tarte customers that they can rock radiant skin both in and out of the gym. “These are high-maintenance products with a low-maintenance routine,” said Tarte CMO Candace Craig Bulishak of the line.

Seeing lines like these (from established and craft beauty brands alike) feels like the convergence of two long-standing beauty trends: high-performance products that are built to last and all natural, “green” products the consumer can feel good about. But the fact that this trend was born out of consumers’ changing lifestyle needs is undeniable. It will be interesting to see more examples of brands marketing their product in such a way. Why not target the active consumer, who has gone from niche to the norm? Activewear has lead us to active beauty… we can’t wait to see what comes next!

Dayana Cadet

Dayana Cadet

Dayana’s love affair with writing spans all manner of content. As the Content Specialist at Hubba, connecting people to the things they love is where she thrives.

Follow her at @D_isforDayana
Dayana Cadet