Athletic Cosmetic Company, founded by a beauty industry veteran and a former professional tennis player, is making waves in the world of sports and fitness makeup. In an era where fitness influencers and workout classes have become social outings, this startup is targeting active women with its innovative, sweat-resistant cosmetic products.
The Concept of “Athbeauty”
The brainchild of Kate Solomon, who previously worked with Avon, LVMH, and L’Oreal, and Dominique van Boekel, the company aims to create a new category known as “athbeauty”. Much like how Lululemon pioneered athletic wear, Athletic Cosmetic Company seeks to extend the trend beyond apparel and into the beauty realm.
The company’s product lineup caters to the needs of active individuals. Their offerings include:
- Hyaluronic Powerhouse: A versatile gel serum that can be used as a primer, base, or moisturizer. It’s sweat and water-resistant, making it ideal for workouts.
- G.O.A.T. Mascara: This volumizing and lengthening waterproof mascara ensures that your lashes stay flawless even during intense exercise.
- All Star Water Lip and Cheek Stain: A non-transferring, long-wear lip color that won’t smudge during workouts.
- Sculpt-Tint: A waterproof sculpting eyebrow gel for those perfectly defined brows.
Sustainability and Cruelty-Free Commitment
Not only are Athletic Cosmetic Company’s products high-performance, but they’re also sustainable, vegan, and cruelty-free. The founders believe in promoting confidence in both the body and mind, emphasizing that the skills developed through sports contribute to success in professional careers.
While the athletic makeup market holds promise, it has proven challenging for cosmetic brands to navigate. Even major players like Estée Lauder discontinued sports-friendly lines. However, with the rise of fitness influencers and the growing popularity of women’s sports, there’s undoubtedly a demand for makeup that withstands gym sessions, field activities, and court play.
Where to Find Athletic Cosmetic Company
Interested consumers can find Athletic Cosmetic Company products online at AthleticCosmetic.com and on Amazon. Additionally, select spas and wellness retreats nationwide carry their innovative makeup line.
Leave a comment