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Birchbox’s new line is the athleisure of beauty

Photo: Birchbox


Proving that fashion companies shouldn’t get to have all the athleisure fun, Birchbox just launched a new product line specifically created to be your luxe gym bag beauty staple.

Arrow, the brand’s second in-house line (but first focused on gym beauty), features vegan and paraben-free makeup, skin care, and body products made to keep you feeling fresh and gorgeous both during and after a grueling HIIT class. The brand’s focus is on lightweight formulas that they claim can withstand your sweaty routine—so you can jet off to happy hour without missing a beat.

“Our customers are bad-ass women who lead active lifestyles,” Birchbox’s co-founder and CEO Katia Beauchamp said in a statement. “We were inspired by the trend of athleisure in fashion, and felt that the same elements could apply to beauty—high-performance products that help you look your best, without looking like you are trying too hard. It’s that effortless, ready-for-anything beauty that so many of us are often looking for.”

Right now, the line includes a cooling cheek tint ($18), a color-enhancing lip balm ($14), and an aluminum-free deodorant ($9), all in a perfectly toteable size. The brand plans to expand the line with five more products in the spring—expect essentials, like sweat-resistant mascara and cleansing cloths, to truly cut your post-gym primp time in half. —Amy Marturana

That’s not the only big athleisure news: SoulCycle is partnering with Target on an in-store collab and (ready for this?!) free classes.

(Photo: Birchbox)