The cosmetics space is getting a taste of athleisure obsession.

The cosmetics space is getting a taste of athleisure obsession. To align with their health-focused lifestyles, young consumers are increasingly seeking makeup that is “easy, comfy, and suited for an active individual.” Birchbox’s Arrow collection offers subtle, ‘no-makeup makeup’ meant to withstand a Millennial’s lifestyle: “whether that means going straight from pilates to brunch or just powering through an action-packed, appointment-filled day.” The line’s lip balm has become the best-selling product for the brand, who plans to continue expanding offerings. (Fast Company)