Back in the day, the locker room was kind of like your second round of cardio. You wanted to race through your beauty routine to speed in and out of the dingy shower digs. Nowadays? It’s a spa-like, ultra-indulgent experience—and even one that gets people to one studio over another in the first place. Because, TBH, the brand-name beauty that’s on tap at many boutique fitness studios is often even more luxe than what I have in my own shower.
This started all the way back in 2009, when Equinox partnered with Kiehl’s to kiss those generic, no-name formulas in giant dispensers buh-bye, and instead offer members a grapefruit-scented, apres-sweat body wash. And the flood of coveted potions at boutique studios hasn’t stopped since. So, when two big new announcements came within a month of one another—the first: that salon-darling Oribe would be at Barry’s Bootcamp; the second: that of-the-moment Le Labo would be introducing an exclusive bergamot-scented line of products at SoulCycle—it was kind of like a mic drop.
They’re not alone. Well+Good editors have noticed Chanel at Taryn Toomey‘s studio, Nubian Heritage’s African Black Soap collection at Rumble, Malin+Goetz at Peloton, and Red Flower at Mile High Run Club, so yeah, the boutique studios know what’s up when it comes to beauty.
Says Barry’s Bootcamp CEO (and Well+Good Council member) Joey Gonzalez of the brand’s collaboration: “Like Barry’s, Oribe is a brand that prioritizes high-performance, luxury, and overall customer experience.” And Oribe echoes this feeling, explaining that they’re “excited to reach new customers of both sexes on a global scale through the partnership,” says Caitlin Gaffey, vice president of marketing, Oribe hair care.
As for Soul? While the new Bergamote 22 products will be at all of the locations (and also up for a purchase in a travel kit for $76), it’s important to note that it’s not their first foray into brand-name beauty. The spin studio has a program called “SoulLocal,” where they tap locally sourced products when available (such as having previously featured Saje at their Canada locations and Fresh at a few of their Boston locations). And that means that aside from the endorphins, cals burned, and cool jams while you sweat, there’s an ever-growing list of reasons that you should show up for the gym. Just note that the shower lines are about to get even longer.
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