Pure Beauty

Gym class heroes: The beauty brands shaping up the athleisure category

By Sarah Parsons | Published: 20-Jun-2019

As the athleisure beauty trend strengthens, Cosmetics Business discovers how skin care is working up a sweat

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The fitness industry has officially made its way out of the gym and into the bathrooms (or wash bags) of health conscious consumers worldwide. Stronger than ever, athleisure is now worth £33bn in the US alone, according to market researchers NPD.

But for over two decades the category has been dominated by sportswear giants with Nike and Adidas convincing athletic, affluent women that their high-tech leggings look just as good at brunch as they do in the downward dog position.

Now athleisure has stretched into beauty with a slew of brands promising sweat-proof, gym-ready products. This month, Canadian yoga pants specialist

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