Editor’s Letter: Should you work it while you work out?

Claudia de Brito discusses the rise of athleisure makeup lines


Claudia de Brito.
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Athleisure has been a force in fashion for over half a decade, with stretchy workout clothes doubling as everyday wear and becoming the uniform of choice for mums on the school run. Baggy grey sweats are no longer acceptable at the gym. Fine.

Now, with the launch of the PUMA x Maybelline, a high performance, street style-inspired makeup collection, comes the confirmation that a makeup-free face is no longer acceptable either.

Athleisure makeup

Accompanied by a campaign fronted by Adriana Lima, the 12-piece range features a smudge-proof mascara, a metallic highlighter for a chrome effect and Super Stay Matte Ink long-wear lip colour.

Speaking about the new launch, Maybelline New York deputy general manager Trisha Ayyagari said: “Our young consumer today prioritises an active lifestyle, whether it be career, fitness or personal life. She’s always on the go, never settles and needs high performance products that keep up with her grind. And the PUMA x Maybelline Collection was created to do just that.”

“PUMA is always striving to merge fashion and sport and this collaboration achieves that goal.” PUMA global director of brand and marketing Adam Petrick said: “This collection is truly the representation of the point where the gym meets the runway, a goal we strive for in everything we do for our female consumers.”

This month, we talk to Maria Dowling as her specialist salon celebrates its 17th anniversary and Kamal Khalil tells us about the importance of empowering staff and the cultural shift in the region towards self-care.

Enjoy! I’m off to sashay down the treadmill.

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