PUMA and Maybelline Teamed Up for a High-Performance Makeup Collection
Photo: Maybelline
In the short time that "athleisure" has been a part of mainstream culture, "athleisure makeup" has quickly blown up as a thriving subcategory. Even heritage drugstore brands have caught on, developing products and major marketing campaigns that appeal to women's desire to combine both their sporty and fashion-forward sides.
Following the recent news that CoverGirl launched a sweatproof makeup line (with trainer Massy Arias as the face) comes another sporty makeup collaboration to get excited about: PUMA x Maybelline. Available next month, the limited-edition 12-piece collection "fuses beauty, fashion, and sport into one high-performance collection" that taps into "the athleisure obsession," according to the press release. (Related: Can Athleisure Makeup Stand Up to Workouts In 90-Degree Weather?)
"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," said Adam Petrick, global director of brand and marketing for PUMA in the press release. "We believe that this first-ever collaboration will allow the PUMA Woman to move seamlessly from the gym to the street and provide her with the tools to look and feel her best." In other words, like PUMA workout clothes, these makeup items will perform in the gym, but they also translate to bold street style.
Photo: Maybelline
To further seal the collab between the two brands, Maybelline's long-standing spokesmodel and PUMA's latest ambassador, Adriana Lima, will serve as the face of the campaign. (Related: Adriana Lima Is Officially the Most Badass Model to Step On the Runway)
Now for the goods: The collection features a smudge-proof mascara ($10, ulta.com)—the one makeup item Lima says she never goes without when she’s hitting the punching bag. There's also a metallic chrome highlighter ($10, ulta.com), and five limited-edition shades of the brand's Super Stay Matte Ink long-wear lip color ($10, ulta.com): Epic (a dusty pink), Fearless (a dark mauve), Fierce (a bold purple), Unapologetic (a burnt orange), and Unstoppable (a purple with serious night-out vibes).
Other new products include dual-sided eye sticks, which include both a long-wear matte and a metallic option to transition from day to night, and a waterproof duo face stick ($11, ulta.com). It's also Lima's favorite product from the line: "It's so perfect for a quick touch up when I'm bouncing from events to meetings to the gym. I swipe the color side under my cheekbones for a bit of color and the glossy side on my lids and lips for a dewy look."
Photo: Maybelline
The products are also easy to throw in your gym bag for a quick post-workout touch-up, without the need for brushes and applicators. "This collection is perfect for women who are always on-the-go," says Lima. "Everything is multifunctional, and all of the products are packaged in these great compacts. I try to travel light and keep things very practical, so this collection really reflects that." (More: Genius Single-Use Beauty Products for Your Gym Bag)
The best part? Everything from the PUMA x Maybelline collection will only set you back between $9 and $13. You can shop select items on Ulta.com starting today, and everything in stores on March 17.
