MAC and K-beauty brands drive trend for 'fashion sweat'

Published: 7-Feb-2017

Greasy and lived-in make-up is becoming desirable as brands push the athletic trend

You need to be a subscriber to read this article.
Click here to find out more.

Over the past year, trends in the food and fitness industries have influenced cosmetics as consumers look to buy into the well-being movement across all areas of their lives.

However, if there is one part of healthy living regime that seems, at first glance, to be an unnatural fit with the beauty industry, it is the physical process of sweating.

With cosmetics companies investing heavily in R&D and basing whole product lines on consumers' desires to banish oily t-zones, shiny lids and greasy hair, it may come as a surprise that MAC chose to

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

You may also like