As consumers are increasingly encouraged to exercise their bodies and brains, beauty brands can align themselves with this interest in fitness by offering products designed to meet the unique needs of active consumers.
In a recently released report  , Mintel observes that several beauty brands and products such as Sweat Cosmetics (a mineral makeup with SPF) or Eyeko’s Sport Waterproof Mascara and Sport Waterproof Eyeliner already address the athleisure and athbeauty trends and new consumer expectations. In December 2016, Tarte Cosmetics launched the Athleisure Skincare & Makeup line, described as “the yoga pants of skincare”.
Mintel also points out that brands increasingly adapt their packaging to meet the new trend. Stowaway Cosmetics, for instance, describes its products as “right-sized make-up for travel, the gym and life”.
The surge of outdoor sports is also ideal for protection positioning. “In Asia, athbeauty is positioned as sun protection for active people rather than cosmetics products. This allows companies such as Kosé to extend their ultraviolet protection claims from the face to the body, while Western sun protection brands are focussing more closely on products that provide comfort as well as protection for people with active lifestyles. Brazilian beauty companies Pink Cheeks and Lola Cosmetics have introduced products for runners and swimmers to protect their hair before and after their activities.”
For 2017 and beyond Mintel forecasts a surge of beauty products that shield the hair and skin from exposure to pollution, ultraviolet (UV) and infrared (IR) light, of make-up and gym bags filled with rubberised packaging that stays pristine and of exercise clothing that sends skin temperature and hydration levels to apps with instructions about which products to release into the skin.
“Looking ahead, we will see more brands driving the ‘Active Beauty’ trend by launching a number of new and innovative products that not only prepare and support consumers before and during physical and mental activity, but aid in the recovery process as well. Expect to see beauty brands play with temperature and water-activated products, partner with DNA analysis to provide personalised beauty regimes and team up with retailers on athletic apparel with time-release product features,” said Vivienne Rudd, Director of Global Insights, Beauty and Personal Care at Mintel.