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Lionel Messi to Launch Fragrance Brand, Athleisure Beauty May Become a New Trend

Puma x Maybelline New York Makeup Collection

Soccer superstar Lionel Messi is set to launch a fragrance at Cosmoprof North America Miami Show. Following his outstanding performance at the Qatar World Cup last year, where he led Argentina to win the World Cup, the superstar collaborated with the licensing partner, Game On Product Group, to create this perfume, which is expected to hit the global market in 2024. In recent years, fashion, beauty, and sports have become integral aspects of the lifestyle of the new generation. The connection between beauty and sports has grown stronger, with the global athleisure personal care market projected to reach $341.4 billion in 2023.

The connection between sports and beauty is becoming increasingly close

The sports and beauty industries, seemingly disparate, have seen their connection grow closer in recent years.

In the beauty sector, the pursuit of beauty is no longer the sole consumer demand for using cosmetics; health has become a significant consideration. Representing health, the sports industry has become a focal point for beauty brands in recent years. More and more cosmetic companies are choosing sports stars as brand ambassadors to showcase their healthy brand image.

In July of this year, Estée Lauder collaborated with the traditional English Premier League powerhouse, Manchester United, for the first time, focusing on consumers in China and the Asia-Pacific region. The collaboration aims to showcase the Estée Lauder Advanced Night Repair Serum, a skincare item incorporating Tripeptide-32 that helps enhance skin protection during the day and facilitates nighttime skin repair.

“As one of the most followed sports teams in the world, we understand the importance of educating fans on a healthy lifestyle, and skincare is an integral part of that process. In the same way, our athletes prepare the night before a match with regular training rituals, healthy skin also requires a consistent and effective regimen. We look forward to working with Estée Lauder in sharing the power of its advanced night repair serum and encouraging our fans to start their skincare journey with us,” said Victoria Timpson, chief executive officer of alliances and partnerships for Manchester United.

Apart from that, Estée Lauder has collaborated with Chinese volleyball player Hu Ruoqi, diving sensation Wu Minxia, and the remarkable figure skater Gu Ailing, who made waves at the 2022 Beijing Winter Olympics. Nivea has signed a partnership deal with the Spanish football giant Real Madrid. Shiseido has partnered with the prince of Chinese gymnastics, Chen Yibing, while Sekkisei has enlisted the Japanese figure skater Yuzuru Hanyu. CeraVe has invited Chinese short-track speed skater Wang Meng to become their brand ambassador.

The collaboration between beauty brands and athletes has sparked a trend in sports, emphasizing health as a promotional highlight. This indirectly showcases the strength and sophistication of the products. Athletes representing health and vitality have allowed beauty brands to reshape their brand images, drawing more attention to the fusion of sports and beauty.

In recent years, collaborations between beauty and sports brands have gained traction. As early as 2018, PUMA partnered with MAC to release limited-edition shoes inspired by three popular shades from bullet casings: Lady Danger, Sin, and Creme d’Nude. Similarly, FILA collaborated with Innisfree that year, introducing a series of makeup products packaged in lively blue-pink tones, evoking a sporty vibe.

Last year, Tmall initiated the “Sporty Beauty Trend” campaign, emotionally targeting sports enthusiasts by addressing concerns like sweat and sun exposure. Building on this, they released virtual collaboration posters such as Nike x Lancôme, Converse x L’Oréal, Under Armour x Shiseido, and Columbia x Braun Sante. This was coupled with offline parties, bridging the gap between sports and beauty. Brands leveraging these collaborations aimed to strengthen their presence in the sports arena, attracting the attention of numerous sports enthusiasts.

In reality, although sports and beauty belong to different domains, there exists a certain connection and overlap between them. This connection is evident in product demands, personal image management, and the involvement of specific sports celebrities with beauty brands.

The global athleisure personal care market is projected to reach $341.4 billion by 2030

In sports, athletes may require specific types of beauty products tailored to their activity demands. For instance, waterproof cosmetics might suit swimmers, while long-lasting makeup could be ideal for extended competitions or performances.

Additionally, sports have gradually become part of the beauty industry. Some sports stars or fitness enthusiasts are venturing into developing their makeup brands, aiming to offer specially designed products catering to the needs during physical activities, such as sunscreen, waterproof, and long-wearing items.

Beauty also plays a role in sports culture, especially during events or competitions where athletes may use makeup to highlight their image, boost confidence, or express personal style. This reflects the significance of beauty as a tool for self-expression and personal image management, both on the sports stage and in daily life. As the connection between sports and beauty grows closer, the global market for sports care products continues to expand.

According to data from Virtue Market Research, the global athleisure personal care market was valued at $191.45 billion in 2022 and is projected to reach $341.4 billion by 2030. During the forecast period from 2023 to 2030, the market is expected to grow at a compound annual growth rate (CAGR) of 7.5%.

Increased health awareness and self-consciousness, along with the desire to maintain health through a healthy and active lifestyle, are among the primary drivers fueling the growth of the sports personal care market. The rise in consumer health consciousness is propelling the demand for sports care products. Simultaneously, the inclination towards sports training and fitness is driving the need for personal care solutions that provide convenience and support during exercise.

In the realm of sports care products, sports sun care has become a focal point for consumers in recent years. It is anticipated that by 2029, the global market size for sport sun care will reach $12.1 billion.

Sun protection during outdoor activities has garnered increasing attention from athletes worldwide. The market offers a variety of sunscreen products. SPF (Sun Protection Factor) quantifies the ability of sunscreen to shield the skin from UVB radiation. SPF 15 can block 93% of UVB rays, while SPF 50 can block 99%. Consumers prefer broad-spectrum sunscreen products as they combat both UVB and UVA rays. Brands are offering products with additional benefits like “broad-spectrum + moisturizing” and “broad-spectrum + moisturizing + anti-aging.” Skincare varies according to the type of sport. Swimmers prefer water-resistant and reef-safe creams, while cricketers opt for non-greasy sunscreens often containing zinc oxide.

Regionally, Europe and North America emphasize waterproof formulas and the use of natural ingredients. In the Middle East and Africa, high temperatures drive the demand for sport sunscreen products in the region. North America, due to its robust sports industry, stands as the fastest-growing market globally.

What are the trends in the athleisure beauty market?

In an era where the boundaries between fitness, fashion, and beauty are blurring, the emergence of athleisure beauty stands as a testament to a lifestyle that seamlessly merges style with functionality. Athleisure, a term coined from the fusion of ‘athletic’ and ‘leisure’, has transcended mere activewear to redefine beauty standards, catering to individuals seeking a harmonious balance between their active routines and beauty regimens.

There’s an increasing array of beauty products designed specifically for use during exercise. Traditionally, regular makeup might not have been suitable for active settings, but with advancing technology and deeper research, alongside more people embracing active lifestyles, there’s been a surge in skin care products tailored for pre and post-workout routines. Numerous brands are introducing products specifically meant for use during physical activity. These products prioritize lightweight, waterproof, and sweat-resistant features to endure high-intensity workouts. They not only maintain makeup effects but also nurture the skin, preventing workout-induced skin issues. Brands specialize in developing body care products specifically catering to regular exercisers. These include anti-chafing balms, body wipes, cooling gels, and muscle relief creams to meet the specific needs of an active body.

Personalization has become a major characteristic of the athleisure beauty market. Different sports and individuals have varied needs for beauty products, prompting numerous brands to offer personalized customization services. Athletes can choose products tailored to their skin type, activity, and preferences, ensuring better makeup and skincare results. Athleisure makeup emphasizes a more natural and minimalistic approach. Products like tinted moisturizers, sheer foundations, waterproof mascaras, and long-lasting lip colors are popular choices for those seeking subtle enhancements during workouts or throughout the day.

Athleisure makeup embodies this philosophy, emphasizing minimalism and functionality. The products aim to enhance natural features, providing lightweight coverage and long-lasting formulas. Think sheer foundations, tinted moisturizers, sweat-resistant mascaras, and lip glosses that offer a touch of color without feeling heavy or clumpy, allowing for an easy transition from exercise to daily activities.

Versatility is another hallmark of athleisure beauty. Multi-functional products are increasingly popular, offering convenience and simplicity. Moisturizers with built-in sun protection, lip balms providing hydration and color, or cheek tints serving as both lip and eye products cater to those seeking efficiency without compromising quality. Multipurpose products, such as moisturizers with SPF, lip balms offering both hydration and color or blush suitable for lips and eyes, appeal to individuals pursuing simplicity and convenience.

Moreover, sustainability and clean beauty have become integral to the athleisure beauty trend. Consumers are increasingly favoring environmentally friendly, cruelty-free products with minimal packaging, aligning their beauty choices with an active, eco-conscious lifestyle.

The packaging of athleisure beauty products also reflects this trend, with stylish, sporty designs reminiscent of fitness gear. Portable, on-the-go packaging not only visually entices but also caters to the lifestyle needs of individuals on the move.

Inclusivity and diversity are key elements of athleisure beauty. Brands are gradually realizing the importance of offering a wide range of shades and formulations to cater to diverse skin tones and types, ensuring everyone feels represented and included.

Athleisure beauty is more than a trend; it’s a reflection of a lifestyle that values health, wellness, and convenience. As this movement continues to evolve, driven by the ever-changing needs of consumers, it promises to bring forth innovative products and solutions that seamlessly blend beauty and fitness into our daily lives.