Even beauty brands are tapping into young consumers’ passion for health & fitness, offering “active beauty” lines.

Even beauty brands are tapping into young consumers’ passion for health & fitness, offering “active beauty” lines. In line with athleisure’s undying popularity, makeup meant for working out is coming in vogue. Indie brands like Pretty Athletic and Sweat Cosmetic offer products like sweat-proof foundation and pollution-blocking sunscreen. But bigger brands are in on the trend too: E.l.f. Beauty and Clinique both have fitness-focused lines. Some of it may just be smart rebranding, but experts say there’s real innovation behind the new makeup too. (Glossy)