The athleisure movement may be a marathon and not a sprint after all. Next off the block: makeup lines promising sweat-proof cosmetics — designed to be worn while working out. While the specifics of the makeup lines vary, all share a natural look with healthy ingredients.
Tarte’s athleisure line includes highlighting bronzers, nude lipstick and sweat-proof mascara; Birchbox’s Arrow features skin tints and brow gels as well as skincare; Sweat Cosmetics includes a full line of makeup and skincare, all of which are oil-, fragrance-, silicone- and paraben-free, it says. Texas-based Rae Cosmetics promotes that it can take the heat, whether that’s at the gym or in an Austin summer.
The brands all tout the ability to look good while at the gym and beyond — much the same way that yoga pants have made their way off the mat and into the world. It’s no wonder that cosmetics have come to athleisure: The category of clothing is up 42 percent to $270 billion in the past seven years, according to Morgan Stanley.
It may just solve one of the biggest reasons that women who want to work out don’t. According to British research, women who would like to work out more skip the gym for fear of being judged. While makeup likely won’t solve the issue of judgment, it may take blotchy skin off the list.