In a recently released report by Mintel Beauty and Personal Care, it’s been identified that global consumers are increasingly seeking out products that can achieve greater physical, mental and emotional balance, and now the beauty industry is getting on board.
By aligning with health ideals, beauty brands are beginning to release ‘fitness friendly’ products; such as Sweat Cosmetics (a mineral makeup with SPF), Eyeko’s Sport Waterproof Mascara and Sport Waterproof Eyeliner, or Tarte Cosmetics launching their Athleisure Skincare & Makeup line.
Director of global insights at Mintel, Vivienne Rudd, concluded the report by saying: “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.”
