What Is Ath Beauty?

Since the pandemic has been inflicted upon us for two years now and people are being emphasized to take care of their bodies. Physical activity has become an important part of most people’s routines and they are being urged to exercise their bodies and brains. Meanwhile, beauty industries are focusing on building products that are safe for the consumers’ skin while they work out. That’s where the Fitness Beauty Trend came into being — Ath Beauty or famously known as Athleisure Beauty.

Ath Beauty mixes athletics with beauty, and it is never too late to hop on a trend where the word ‘health’ is there. Ath beauty basically highlights the fitness and beauty category with a focus on prolonging the ?workout glow?, inner wellness, and sweat-proof make-up. WGSN had forecasted this trend back in 2017, when there was little awareness about the aforementioned trend, and about clean beauty in the Indian market.

Though this trend came out 5 long years back, it has been evolving with time. For example, in 2020, the turning year of everyones’ lives, Ath beauty was not only considered fit for women, but also for men? as it included holistic wellness for all genders. Unisex skincare products and supplements that adapt to consumers? active and daily lifestyles came into focus. Today, everyone, including men, are getting conscious of their skin’s health, rather than just focusing on their bodily physique. According to a WGSN report, the collection is “designed with the always-on, do-it-all lifestyle of Generation Z and Millennials top of mind. She’s always on the go, never settles and needs high performance products that keep up with her grind.” But I say, it is not just “she” who is always on the go, but also him.

Talking about whether or not to wear makeup while working out, is a little controversial, but majorly, a matter of what a consumer wants to do. Although there are beauty products created in the market that are waterproof, wearing them while exercising is totally one’s own choice. And as long as the physical and skin’s health isn’t being compromised… all is fair, ain’t it?

Health and wellness is increasingly talked about as an integral part of daily life. The lines between beauty and health and health and wellness are getting blurred. Some of the ways you can hop on the Ath Beauty trend is by trying some products like superfoods (COSMIX Feel Good Skin), protein bars (Yoga Bar Multigrain Energy Bar Variety Box), sunscreen with SPF 30 or more (Sandiva SPF Top-up Loose Powder with Sandalwood), perfume (First Water Oudh, Solid Perfume), all available on Vanity Wagon.

So why not get your ath-beauty look on? Break a sweat and enhance your own natural beauty!