Athleisure trend extends to makeup

The athleisure trend is no longer exclusive to apparel and footwear, branching out to cosmetics, with makeup products that can hold after an intense workout growing in popularity, according to a recent study by market intelligence firm The NPD Group.

Data gathered by the company revealed that in the 12 months ending in February, US prestige makeup sales increased 11 percent to $7.6 billion, accounting for more than four-fifths of the total industry gains. This growth is attributed mainly to rising demand for long-lasting and waterproof cosmetics, including foundation, primers, eyeliners and lipsticks.

During the period, sales from long-wear foundation with additional health benefits climbed 13 percent while those from basic foundation dropped. Overall, the category posted an 8 percent jump in revenue. Concealers registered a 17 percent sales increase while powder rose 7 percent. Eyebrow makeup and lipsticks grew 31 and 18 percent, respectively.

Cosmetics designed specifically to help makeup last are receiving increased attention, with revenue for primers for the face, eyes and lips recording 16, 6 and 23 percent ascent. Waterproof mascara and eyeliners led the gains in their respective categories, accelerating 16 and 7 percent. Dry shampoo, used for freshening up after a workout, has sales increasing by 66 percent.

"In today's image-driven society, the bar has been raised to maintain a perfected 'natural' appearance virtually around the clock," said Karen Grant, global beauty industry analyst at NPD, in a press statement. "With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives, including a workout, to look good before, during, and after working out."