Athleisure Beauty: Ingredients for a Beautiful Sweat

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 April 11, 2019

In today’s more health-conscious and social-media focused society, working out while looking good has become a priority. This mindset is the impetus behind the new athleisure beauty trend —  the demand for beauty products that can stand up to an active lifestyle.

For consumers who live an active lifestyle and are constantly on-the-go, cosmetics and personal care products that complement their way of life come as a saving grace. While a relatively new concept, the athleisure beauty market is already saturated with products. Brands looking to target athletic consumers need to develop a knockout strategies to stand out.

From different formulations to a more focused marketing strategy, here’s how brands can tap into this wellness revolution, attracting and maintaining consumer interest.

Tapping into the Athleisure Beauty Trends

Leading the way in the athleisure beauty trend is the desire to eat healthy, use sustainable products and be active. Maintaining a healthy image has become an aspiration for many women. This is evidenced by the popularity of the “gym selfie” on Instagram and other social media platforms.  Going to the gym is now a social experience. People are meeting friends, posting about it on Instagram and then grabbing a coffee after they’re done. And they want to look good the entire time.

Additionally, many women who workout are looking for a more natural and breathable approach to their beauty bag essentials. Whether they are practicing yoga, hitting the heavy bag or taking a group fitness class, they want products that endure through a sweaty gym session, without causing a breakout or smudging on their athleisure apparel.

For brands, this means marketing existing products that align with the functional needs of the active consumer. It also requires formulating new, athleisure beauty products crafted with the needs of an athletic lifestyle in mind. Putting a focus on “workout-proof,” “breathable,” “locker-sized,” “hydrating,” and “non-comedogenic” buzzwords will help to accentuate your athleisure product lines.

Personal care brands looking to maximize the potential of the athleisure beauty trend have a wide range of fitness-focused opportunities to explore, such as:

  • Sweat-resistance cosmetics that can withstand a high intensity workout, without causing skin irritation. Examples: Sport mineral powder with SPF, water-proof mascara and cooling cheek tint.
  • Restorative hair care tailored for those with active lifestyles.
  • Natural deodorant that can withstand a sweat session.
  • On-the-go, travel-sized skincare products, perfect for gym bag essentials, such as energizing face wipes and single-use soap sheets.
  • Post-workout cleansing and moisturising products designed to minimize breakouts and reduce the signs of redness after activity.

 

Thinking Outside the Box

Brands prepared to think outside the box will unveil innovative opportunities within the athleisure beauty trend by tweaking product formulations and marketing. Forward-thinking, established brands, are already doing this. Clinique’s ‘CliniqueFIT’ line shapes their offerings toward the functional beauty needs of the busy, active consumer. Sweat Cosmetics is another brand that responded quickly to the athleisure trend by offering a new line of mineral illuminator, foundation and bronzer – all water and sweat-proof.

The athleisure beauty craze is not going anywhere any time soon, which is exciting for beauty brands. With a wide range of product concepts and new launches, big opportunities are on the horizon. Now is the time to innovate and formulate with active consumers in mind.

Stay on Top of Beauty Trends with Kinetik

At Kinetik, we stay on top of trends, including athleisure beauty. We offer natural ingredients and innovative formulations that active consumers want. Kinetik can help your brand launch a new athleisure beauty product that targets this growing niche. From the initial product development process through production, our knowledgeable team provides consultations and educational resources for brands to get ahead of their competition.

See some of our most popular athleisure beauty ingredients:

 

  • Ecomuls 2 in 1 – a natural W/O emulsifier for formulations that can withstand sweat
  • PenCare DP 10 15 – a natural polymer that helps with humidity resistance and frizz control
  • Dermosoft Decalact Deo – natural active to prevent odor and reduce sweat
  • Pantrofina Skin 360  – a universal natural active to reduce sebum, soothes the skin and energizes the skin by increasing ATP levels

 

Kinetik is headquartered in the USA, but we work with clients and represent suppliers worldwide. Contact us at (732) 335-5775 to speak with one of our sales representatives about ingredients to support your formulations today.