1/23/2019 Sneakers? Check. Mascara? Check. Makeup is the New Workout Gear - WSJ

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Sneakers? Check. Mascara? Check. Makeup is the NewWorkout GearCompanies launch new lines of makeup made for sweating. ‘Be Matte On the Mat’

In a new CoverGirl ad, trainer Massy Arias sprints, throws balls and benches weights—but notbefore first swiping on some mascara. At the end, she asks: “What? You don’t wear makeup towork?”

Women are hearing it’s not enough to hit the gym: You’ve got to look good doing it — a responseto pressure to always look picture perfect in an age of selfies and social media.

Makeup companies are taking a cuefrom the “athleisure” trend ofclothing that has blurred the linebetween gym clothes and fashionwear. Consumers, the thinkinggoes, may also want makeup thatgoes back and forth between workand the gym.

“People bring their cellphones toclass and do little photo shoots before and after,” said Krissy Jones, co-owner of Sky Ting Yogabased in New York. In an online survey of 1,564 women conducted earlier this month byPittsburgh polling firm CivicScience, 25% of women said they wore at least some makeup beforeworking out.

Jan. 22, 2019 11�24 a.m. ET

By Anne Marie Chaker

Gym gear 

1/23/2019 Sneakers? Check. Mascara? Check. Makeup is the New Workout Gear - WSJ

https://www.wsj.com/articles/sneakers-check-mascara-check-makeup-is-the-new-workout-gear-11548174289 2/5

Estée Lauder’s CliniqueFit line includes Workout Makeup Broad Spectrum SPF 40 and Workout24-Hour Mascara. e.l.f. Beauty’s Active line, launched a year ago, includes a Workout Ready Lip& Cheek Palette in Gym Chic.

Coty Inc.’s CoverGirl has launched an Outlast Active Collection in recent weeks, featuring amascara, foundation and setting spray that touts sweat-proof, humidity-proof, and 24-hourwear. Even drugstore favorite Wet n Wild, a unit of Markwins Beauty Brands, this month islaunching a Pump makeup collection featuring more than 30 products geared for workouts,including a Partner Up Blemish Stick and a Full Circuit palette of eye shadows and blushes.

The new angle has helped fuel the $11 billion makeup business, which has grown 13% in the pastfive years, according to market-research firm Mintel.

Some women find the notion of wearing makeup to the gym stifling. “What I need is a good braand supportive shoes,” said Libby Estell, digital editor at a financial-services company in LosAngeles. “I don’t need foundation to cover up the fact that I am sweating.”

In general, dermatologists say it’s not advisable to wear makeup before working out.Obstructing skin pores with cosmetics while sweating can lead to heat rash or acne, says AdamFriedman, dermatology professor at George Washington University in Washington D.C. Forthose willing to risk it, Dr. Friedman recommends powder-based formulas.

Clockwise from top left: e.l.f. Beauty’s Active Face Powder, CliniqueFit Workout Makeup Broad Spectrum SPF 40 foundation,Wet n' Wild Full Circuit Palette, Tarte Cosmetics Lifted mascara. PHOTO: E.L.F. BEAUTY, ESTÉE LAUDER, MARKWINSBEAUTY BRANDS, TARTE COSMETICS

1/23/2019 Sneakers? Check. Mascara? Check. Makeup is the New Workout Gear - WSJ

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Rachel Mayerson doesn’t normally wear makeup when she runs two-to-four times a week nearher home in Hoboken, N.J. But when she runs a marathon, she puts on a little lipstick.

“I know I’m going to be photographed at the end, and I post a picture on Facebook,” said the 48-year-old corporate law recruiter. “That’s a race you want to feel good the whole way through.”

On a recent Saturday beforeheading to an 11 a.m. rowingclass, Julie Gluck dabbed onsome tinted moisturizer,eyeliner and mascara. “Justbecause I look dead without it,”said the 50-year-old researchmanager in Hoboken. Afterward,she and some friends from classwent out for brunch. She didn’treapply any makeup, and shesaid having something alreadyon helped her feel morepresentable. “When I’m out inpublic I want to look put-together,” she said. “Whether it’sme coming from work or leavingthe house, there’s always a littlebit of makeup that goes on myface.”

Some elite athletes said lookingtheir best when out on the fieldcan matter. For such women thestakes—including mediaappearances and endorsements—can be high. Leslie Osborne, aformer member of the U.S.

Women’s National Soccer Team, founded Sweat Cosmetics in 2015 with four of her formerteammates after finding there were few options between traditional sunscreen and makeup. Atthe professional level, she said, games were often televised and potential endorsements wereon the table.

“We wanted to look good,” she said. “How come there weren’t products out there—maybe somelip gloss, some foundation—that protect us from the sun but also make us look good?” The line’score product is a $42 powder-based skin foundation that doubles as a 30 SPF sunscreen, self-

Trainer Massy Arias in a promotional photo for CoverGirl. PHOTO: COTY INC.

1/23/2019 Sneakers? Check. Mascara? Check. Makeup is the New Workout Gear - WSJ

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contained in a refillable brush applicator.

Clinique’s products come in chartreuse packaging with sayings that implore women to “BeMatte On the Mat” or “Train Hard. Never Show It.” The line’s marketing slogan is “Life’s aMarathon. Look good running it.”

Some women in sports worry that such messages communicate it isn’t enough to just excelathletically. “Exercise was one safe space where you didn’t have to wear makeup,” said JaimeSchultz, professor of kinesiology and women’s studies at Penn State University. “Think about it.It should be enough to run the marathon.”

Others said it represents a double standard in how athletic women are treated. “I don’t see abunch of products aimed at helping men look good to work out,” said Janet Fink, sports-management professor at the University of Massachusetts at Amherst.

Some said that if the added boost in confidence from wearing a little makeup helps get a womanto the gym, that can be a good thing. “It’s not about telling them what to do,” said Jane Lauder,Clinique brand president. “It’s giving them options.”

The fitness-oriented lineups are tweaked to add more sweat resistance or fit more easily in agym bag. Clinique’s post-workout powder has a yellower tint to help tone down redness afterexercise, Ms. Lauder said.

Leslie Osborne, former member of the U.S. Women’s National Soccer Team, founded a cosmetics line with her teammates.PHOTO: GREG BAKER�ASSOCIATED PRESS

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TarteCosmetics’LiftedmascarafromitsAthleisu

re line was tested on subjects inside a “sweat chamber”—a room where the temperature wasaround 100 degrees Fahrenheit—and were asked to move around for an hour to inducesweating. Chief Marketing Officer Candace Craig Bulishak said that 93% of the subjects reportedthat the mascara didn’t smudge.

Michelle Spies, a 41-year-old stay-at-home mom in Fond du Lac, Wis., said she typically putsmakeup on in the morning and recently added Sweat Cosmetics powder in shade 200 to herroutine. She discovered it a year ago from a Facebook post and orders it online.

“The name was like, ah, that’s for me,” she recalled. “I am just a sweater.” The mother of threedoes CrossFit at least three times a week and paddleboards in the summer. “To have a little bitof base on my face and be able to sweat in it was fascinating,” she said. “It does stay on.”

Write to Anne Marie Chaker at anne-marie.chaker@wsj.com

Appeared in the January 23, 2019, print edition as 'Mascara Muscles Into The Gym Bag.'

Sweat Cosmetics, founded by former members of the U.S. Women’s National Soccer Team. PHOTO: SWEAT COSMETICS