Being active and working out is becoming the norm in a society where wellness plays such an essential part. The number of women practicing a sport regularly is growing and beauty brands understand the need to develop new, appropriate products for them.
Whilst working-out regularly is great for the skin as it helps flush toxins, it is also known that sweating, regular showering, and exercising outside can be damaging to the skin’s surface and cause problems such as clogged pores, redness, irritation, dehydration and inflammation. As a result, athletic women look for products with formulas that can help minimize these skin concerns (like specific non-comedogenic products). They also are sensitive to SPF factors contained in skincare, as sun protection is becoming an everyday need whether you workout outdoor or not.
Post-workout beauty routines are also carefully crafted. While products and formulas are often the same as the ones you would be using if not working out, what makes a difference is packaging. Indeed, cleaning wipes, airless pumps and toner sprays as opposed to heavy glass jars or bottles with screw tops are much more practical and hygienic to transport and use outside of home. Creating travel-sized or travel-friendly version of popular everyday products is a great way for brands to answer the needs of athletic women.
Some brands have even developed their whole image, product range and communication around athletic women. For instance, British brand Pretty Athletic is supported by a number of top athletes including double Olympic champion rower Helen Glover MBE, professional runner Charlotte Purdue, and professional triathlete Non Stanford and all products are tested to meet the specific skincare needs of active women.
Makeup, another important segment for athletic women, is also being adapted. While sweat-proof makeup is not always easy to find, some brands are trying to bridge the gap with dedicated products. For example, Sweat Cosmetics is a cosmetics/sun-care brand made by athletes for active women. Their it-product is an SPF powder sunscreen in a refillable, washable twist-brush. US brand, Rae Cosmetics developed a complete makeup range made with heat and humidity-resistant formulas to provide long-lasting coverage even against sweat.
Skincare, body care and makeup may need formula adaptation for athletic women and we will surely see many innovations in this field in the coming years. As of now, products that are better packaged to use outside of home (like fitness club changing rooms) are already a step ahead of the competition.
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