MAC and K-beauty brands drive trend for 'fashion sweat'

By Lucy Tandon Copp 7-Feb-2017

Colour Cosmetics

Greasy and lived-in make-up is becoming desirable as brands push the athletic trend

Over the past year, trends in the food and fitness industries have influenced cosmetics as consumers look to buy into the well-being movement across all areas of their lives.

However, if there is one part of healthy living regime that seems, at first glance, to be an unnatural fit with the beauty industry, it is the physical process of sweating.

With cosmetics companies investing heavily in R&D and basing whole product lines on consumers' desires to banish oily t-zones, shiny lids and greasy hair, it may come as a surprise that MAC chose to . . .