It’s no secret that athleisure has become an absolute fashion phenomenon—from Michelle Obama embracing the trend, to Merriam-Webster actually adding it to their dictionary, it seems no one has been able to escape the comfortably chic clutches of yoga pants and ponytails. Now more than ever, people are embracing the sporty lifestyle, and that means brands have to keep up with what consumers want. Thankfully, the beauty industry has been listening, and brands like Tarte and Birchbox are launching what they call “gym bag beauty.”
Tarte Cosmetics’ new athleisure line, called Hustle and Glow, has partnered with social media “fitfluencers” to promote new products like their sweatproof mascara and highlighting moisturizer. The campaign aims to help women “find their confidence–not enslave them with beauty products.” Along the same lines, Birchbox’s Arrow Line is targeted towards an “on-the-go, active life,” with products such as cooling cheek tints and tinted brow gel, which respond to the need for more low-key products that can last through a busy day.
One company, Sweat Cosmetics, embraced the idea of athleisure from the start. Former professional soccer player and current CEO Courtney Jones noticed that she played better when she felt more confident in her skin and wanted to create a beauty line specifically made to withstand high-intensity workouts and not clog pores. After 18 months of testing, the brand was launched, and two months later beauty giant Sephora picked it up for online retail, cementing the brand’s place in the beauty sphere. Following that major stepping stone, Jones remarked, “We’re not done with Sephora yet…this is just the start.”
Thanks to the efforts of Jones and others like her, more and more brands are starting to fill the gap of gym-friendly products. After all, athleisure isn’t just a trend–it’s a lifestyle.