Where makeup meets sweat, the business of active beauty

Launched in June 2015, Sweat Cosmetics has already been picked up by Sephora. And another sign that the active beauty category is gaining real traction in the marketplace: the brand is adding more products to its portfolio this month.

Describing the premise of her company, CEO Courtney Jones Louks tells Cosmetics Design that “Sweat Cosmetics formulates with skin-loving ingredients and all-natural SPF, and we want to develop multifunctional products that enhance natural beauty while protecting and repairing active skin.” ​

Active category​

Trends drive both fashion and beauty, acknowledges Jones Louks. “But,”​ she asserts, “being fit is NOT a trend. Being fit is here to stay, and women are working out more than ever to not only look their best, but to feel their best and be the healthiest version of themselves.”​

So it stands to reason that active beauty products are increasingly showing up in beauty boxes and in online boutiques. “25% of women say they wear a full face of cosmetics to work out...51% say they didn’t work as hard when wearing make-up because they didn’t want to ruin their look,”​ according to polling data Jones Louks shared.

Sporty brand story​

As is true with most indie brands, the idea for Sweat Cosmetics came out of personal experience. “We know first-hand that there have not been products created specifically for women who like to break a sweat. We wanted to change that.”​ Jones Louks tells Cosmetics Design.

She and her four co-founders share a passion for soccer—four of them played professionally and two were on the US Olympic team. “Since my soccer days are over, I still break a daily sweat, whether grinding through an early Soul Cycle class before work, or hitting weights in the afternoon at lunch,” ​acknowledges Jones Louks.

“I am an active women, always will be, and I love being able to create products for women like myself.”​

Cutting edge​

As a company early to the active beauty game, Sweat Cosmetics is creating new products.  But that’s not all, the company may also be setting an example in other ways. “I believe that Sweat Cosmetics is a cosmetic industry's bellwether,” ​says Valerie George, a cosmetic chemist familiar with the brand.

“I noticed Sweat Cosmetics has a panel on their packaging with 6 graphics - the first 5 speak directly about what the product is made with and why people should be using it. This is exactly what products should be focusing on - and soon more brands will follow,” ​she tells Cosmetics Design.

More from George on the science behind the active beauty category ​in tomorrow's installment.