TIVA Performance is formulating tactical topicals.
What’s happening: The French company secured €525K in a pre-seed round led by APEX to establish “performance cosmetics” across pro sports, fitness racing, and gym settings.
Get a grip. TIVA’s flagship grip-enhancing gel and friction-mitigating balm help athletes manage sweat, slippage, and hand fatigue.
Touting moisture-absorbing silica, antimicrobial peppermint oil, and cooling menthol as organic ingredients, its gel is a go-to for pro tennis and padel players, including WTA’s Elina Svitolina, who joins as investor and ambassador.
Stick it. An opportunity beyond racquet sports, TIVA aims to replace the pre-lift chalk-up as a ritual. Already in unofficial use at HYROX and ATHX, it’s installing custom dispensing stations in European gyms and CrossFit boxes.
Peaking. Meeting demands of sport, wellness, and beauty, co-founder Louis Cossart sees “cosmetics as direct performance tools,” eliminating environmental variables to ensure peak consistency through training and competition.
Expanding into new science-backed topicals, it’s adding sweat-resistant sunscreen and thermo-active muscle care this summer.
Counting 20K users and retail distribution through 60 French outlets in its first year, TIVA plans to press retail expansion, event integrations, and gym partnerships to hit 200K users by 2027 while activating at the LA28 Olympics.
Punchline: As sports science and self-care meet, comfort under pressure is the goal. Tackling invisible setbacks, TIVA’s establishing new protocols for elite performers.
