WORDS FRANCESCA SPECTER
We’ve all been there: rushing from the gym to work or a night out, with make-up sliding off, hair in a tangle. Because, while the feel-good benefits of exercise outweigh the side effects, it’s no secret that few of us – no, not even fitness bloggers – leave the gym looking our finest. Thankfully, the beauty industry is recognising a need for us to have our cake and eat it. Trend-forecasters Mintel predicted ‘active beauty’ (products that work alongside our fitness routines) as one of the four leading beauty trends for 2017; a natural follow up to the ‘athleisure’ movement of 2016, which saw a rising demand for fashionable athletic apparel. ‘The ties between fitness and beauty are growing closer and girls want to move freely between the gym and their social activities with very little transition,’ says Rachel Chatham, marketing manager for wellbeing festival, Be:Fit London.