January is all about scrubbing away those winter blues, trying out new moisturisers and getting on with that gym membership. But what happens if the two worlds collide?
If you’re for that all-natural glow, then here’s a trend you’re going to love. Ath-beauty is mixing it up with athletics and beauty, and what better time to jump on the fitness train then in January? A time where every health conscious effort, like reaching for a protein bar instead of chocolate, is #GOALS.
Puma x Maybelline New York has recently fused a collaboration and is dropping a limited edition collection this February. With its high-performance formula and fit-for-the-street colour palette, beauty and fitness enthusiasts alike will want to sparkle and glow.
According to a WGSN report, the collection is “designed with the always-on, do-it-all lifestyle of Generation Z and Millennials top of mind. Our young consumer today prioritises an active lifestyle whether it be career, fitness or personally. She’s always on the go, never settles and needs high performance products that keep up with her grind.”
The collection, which features smudge-proof mascara, metallic highlighter, and long-wearing lip colours, is headlined by Brazilian beauty and veteran Victoria’s Secret model Adriana Lima who is the face of the campaign. You can check out the upcoming collection yourself here.
Is worrying about makeup after the gym a bit too much? “There’s nothing wrong with wanting to look your best, or not feeling like a complete mess after the gym,” says Kelsey Taylor, makeup enthusiast and model. “But I think it’s definitely going too far to wear makeup during your workout.” Taylor is based in Seattle but makes regular stops to London for modelling gigs.
“My love for makeup came from modelling for fashion shows. l also love the treadmill and drink lots of water but it doesn’t have to be boring. Add fruits to your water to mix it up a bit. It’s like that with makeup. You can get creative, you can try different shades or just wash it off.”
The idea of having edgy makeup paired with a cute yoga pant does sound quite appealing. And her favourite fitness brand? “An old pair of teal striped yoga pants that are still in great shape and get me motivated, they’re from Bebe. I also love CALIA by Carrie Underwood, it’s so comfy,” says Taylor.
Perhaps this could be the look of the future, or a progression towards using makeup as a tool to enhance natural beauty, instead of covering it up.
“You don’t need a lot of makeup,” says Taylor. “A natural glow with just a flick of mascara could just do the trick. I’m a big fan of Maybelline highlighters. If you draw on your cheek just a little bit and a tad on your nose and forehead, it gives amazing results.” You can find the Maybelline Master Strobing Stick Illuminating Highlighter here, or at your local Boots for just £7.99.
“I also watch lots of Jeffree Star makeup videos to get inspired. He does makeup like nobody else. He’ll use bright colours like exotic oranges…he’s basically an artist-slash-painter. I also watch James Charles, he does some amazing 3D effects. I’m planning on making a YouTube channel about lifestyle but I don’t want to fit it all into one category, I like to try different things,” says Taylor.
Wet n Wild are also breaking a sweat, collaborating with fitness guru Cassey Ho, known in the fitness community as Blogilates. Earlier this January she teamed up with the makeup brand to produce their first ever ath-beauty line. PUMPincludes portable and customizable makeup that catches the essence of Ho’s positive energy and contagious spirit. From her vegan glitter mask to her gym cleansing wipes, fitness and beauty enthusiasts will want to “train like a beast, look like a beauty.” And as Ho says, “Get honest with yourself. Make the move. This is your life. You don’t have to be stuck doing something you don’t like.”
Are kicks more your thing? Puma x M.A.C’s exclusive collaboration features some lip-smacking stellar shades in deep burgundy, creamy nude or fiery red. All colours feature the classic M.A.C. lipstick tones in a buttery soft Suede sneaker.
So why not get your ath-beauty look on? Break a sweat and enhance your own natural beauty with a flick of mascara or a swipe of lipstick after that hard-earned workout.
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This post has been published by _shiftLondon.org, a University of the Arts London student news website which you may also view here:
https://www.shiftlondon.org/fashion/ath-beauty-the-fitness-beauty-trend/
#athleisure #makeup #athbeauty #beauty #workout #trends #2019 #puma #blogilates #Bebe #Boots #KelseyTaylor #EcoFashionWeek #Calia #Carrieunderwood #AdrianaLima
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