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Ath-leisure Beauty’s Rising Players

Ath-leisure’s prominence in the fashion industry has made its way to beauty. Heritage brands and newcomers are targeting the active customer with products that tout soothing and pain-relieving qualities thanks to an array of herbal ingredients and plant extracts. Here, a look at some brands betting big on the ath-leisure beauty trend. Sweatwellth Launched: February 2018 Sweatwellth is putting an ath-leisure spin on beauty products. The treatment and performance line is created with an encapsulated technology that is motion activated, which is meant to improve the user’s performance during a workout. “We knew there needed to be some real development and formulation to have a point of difference in the marketplace,” said Rebecca Killian, executive vice president of creative, design and product development. “Everything is developed to help the active person perform at their max. They won’t be as sweaty and tired and they’ll recover faster.” Some of the brand’s products include Friction Free, an anti-chafing spray that has anti-bacterial and skin repairing properties, and Power Shower, a cleansing spray that refreshes and cools the skin after a workout. Sweatwellth offers six stock-keeping units and is available on its web site. Lord Jones Launched: January 2016 While cannabis oil has become increasingly used in beauty products, Lord Jones

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