Athlete-Focused Personal Care Gains Traction


Sweat-proof skincare could be the next big market.

Fresh goods. Catering to the active lifestyle, high-performance personal care companies are capturing an underserved demographic.

  • Emphasizing suncare, Kelly Slater’s DTC brand Freaks of Nature launched in May.
  • Designed for men, Dwayne Johnson’s PAPATUI and Logan Paul’s W debuted this year.
  • Targeting teen athletes, Olympic rugby player Ilona Maher released Medalist this month.
  • Selling post-sweat luxury, OffCourt’s unisex lineup spans deodorant, perfume, and more.

An early mover, Naomi Osaka’s KINLÒ rolled out “functional skincare” for melanated skin in 2021, while Ursa Major and Oars + Alps make products for outdoor enthusiasts.

Expanding reach, the global clean beauty market is set to hit $15B by 2028.

Look good, feel good. A concurrent trend, athlete-focused beauty is catching on.

Fresh off an Under Armour NIL deal, the Cavinder twins joined Hustle Beauty as co-founders, Serena Williams launched WYN Beauty in April, and Glossier partnered with the WNBA.

While men are dissolving stereotypes by investing in wellness routines, women’s sports stars are dismantling the notion that fitness x femininity don’t mix.

Takeaway: Historically seen as feminine, science-backed wellness has made skincare a matter of health. Whether to avoid toxins or wrinkles, more people are paying attention to what goes in their pores.

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