Women have led the athleisure trend, according to figures gathered by NPD Group, helping drive apparel sales up 8% in 2014. Ramping up purchases of casual wear, like leggings, sports bras, active footwear and other products, consumers are focused on comfort and functionality without sacrificing looks.
It’s somewhat surprising, then, that we’re just now getting our first overtly high-profile athleisure beauty launch, Birchbox’s ARROW, which offers an easy transition from gym to social.
The line, available exclusively through the brand’s site, includes a lightweight cheek tint ($18) available in deep raspberry and bright pink shades, a moisturizing lip balm ($14) that interacts with the user’s natural lip color to “create a unique shade of pink,” an aluminum- and alcohol-free deodorant with a citrus-mint-ginger scent ($9), and a water-resistant makeup bag ($12). Additional products will launch this spring, including a water-resistant mascara, a hydrating facial mist, wipes, a tinted brow gel and a tinted serum.
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Birchbox co-founder and CEO Katia Beauchamp noted, “We were inspired by the trend of athleisure in fashion, and felt that the same elements could apply to beauty: high-performance products that help you look your best, without looking like you are trying too hard.”
A recent analysis from Mintel’s Roshida Khanom noted that the athleisure beauty space has been quiet, aside from a handful of offerings, such as Mio Skincare’s Gym Kit, which features wipes and a soothing post-workout gel containing chestnut and horsetail extracts, and shea and murumuru butter.
Khanom added that long-lasting products that allow women to keep their makeup on through their exercise routines, as well as products that allow for easy transition from day to night, offer opportunities for brand innovators.