Athletic Cosmetic Company Bets Big on Sports Makeup
Founded by a beauty industry vet and a pro tennis player, the startup creates sweat-resistant cosmetic products for active women
In the age of fitness influencers and workout classes doubling as social outings, Athletic Cosmetic Company is eyeing the sports and fitness makeup market with products that are sweat and water-resistant.
Kate Solomon, founder of Babo Botanicals, and Dominique van Boekel, a former pro tennis player, have joined forces to bring their concept of “athbeauty” to life.
Athletic Cosmetic Company aims to create products that are sweat and water-resistant, long-wear, oil-free, and non-acnegenic, as well as lightweight and fragrance-free.
Its product lineup includes the Hyaluronic Powerhouse, a gel serum that can be used as a primer, base or moisturizer, and the G.O.A.T. volumizing and lengthening waterproof mascara. Other products are the All Star Water Lip and Cheek Stain, a non-transferring long-wear lip color, and the Sculpt-Tint, a waterproof sculpting eyebrow gel. The company’s products are sustainable, vegan and cruelty-free.
Solomon, who had stints at Avon, LVMH and L’Oreal, believes the new athletic makeup concept has parallels to how Lululemon pioneered the athleisure market.
“It’s this kind of look-good, feel-good mentality,” Solomon says. “85% of women who played sports say the skills they developed while playing set them up for success in their professional careers. Our mission is to build confidence in peoples’ bodies and minds even if they are not our customers, and to help promote women and girls (who) excel in sports and life.”
Van Boekel has been piloting the products among athletes.
“In the sports world, we’re all fascinated with image—much more so now with the prevalence of social media,” she notes. “We found a demand for people who want to transition easily from work to working out and back again.”
The athletic makeup market is promising but has proved challenging for cosmetic brands to pull off. Even large players like Estée Lauder have discontinued sports-friendly lines like the brand’s CliniqueFIT. However, in the age of fitness influencers and the growing popularity of women’s sports, there is undoubtedly a market for makeup at the gym, on the field and on the court.
Athletic Cosmetic Company products are available online at AthleticCosmetic.com and on Amazon, as well as in select spas and wellness retreats nationwide.