In the short time that "athleisure" has been part of mainstream culture, "athleisure make-up" has grown rapidly developed a thriving subcategory. Even established drugstore brands have become established and developed products and large marketing campaigns that address the desire of women for a combination of sporty and fashion-conscious side.
Following the recent news that CoverGirl has launched a sweat-proof make-up line (with Massy Arias as face coach), another sporty make-up collaboration is getting excited: PUMA x Maybelline: The next Month available limited 1
"This collection truly represents the point where the gym hits the runway, a goal that we accomplish in everything we do for our female Consumers, "said Adam Petrick, global brand and marketing director for PUMA in the press release. "We believe this first collaboration will allow the PUMA Woman to go on the road seamlessly from the gym and provide her with the tools to make her look and feel the best." In other words, just like PUMA training clothes, these make-up articles are executed in the gym, but they can also translate into a bold street style.
At The Collab between the two brands further sealed, Maybellines long-standing spoke model and PUMA's newest ambassador Adriana Lima will be the face of the campaign. (Associated: Adriana Lima is officially the worst model to step on the runway)  Now for the Goods: The collection includes a smudge-proof mascara (the only make-up element that Lima says never touches) the punching bag goes), a metallic highlighter and five Limited Edition colors of Super Stay Matte Ink long-wearing lip color: Epic (a dusty pink), Fearless (a dark mallow), Fierce (a rich purple), Unapologetic (a burnt orange) and unstoppable (a purple with serious nocturnal vibes).
Other new products include double-sided eye pencils that include both a durable mat as well as a metallic option for day-to-day transition night and a water-resistant duo stick. It's also Lima's favorite in the lineup, "It's so perfect for a quick fix when I jump from events to meetings to the gym." I brush the color side under my cheekbones for some color and shiny side on mine Eyelids and lips for a dewy look. "
The products are also easy to use in your sports bag for a quick post-workout post-workout program Lima says: "Everything is multifunctional and all the products are packed in these great packs, I try to travel easily and keep things very practical, so this one Collection really reflects that. "(More: Genius beauty products for one-time use for your sports bag)
Best of all: Everything from the PUMA x Maybelline collection is set only You are back between $ 9 and $ 13 and can shop in stores from the 8th of February on Ulta.com and from the 17th of March.