Makeup goes athleisure in new Puma x Maybelline collaboration

By

Robin Driver

Published
Jan 18, 2019

Global sportswear brand Puma and cosmetics label Maybelline New York have taken the athleisure trend to new heights with a collaborative streetwear-inspired high-performance makeup collection designed for women with active lifestyles.

 
The 12-piece special-edition collection includes a smudge-proof mascara, a metallic highlighter and limited-edition shades of Maybelline’s Super Stay Matte Ink long-wear lip color. The collaboration also debuts two new Maybelline duo sticks: a long-wear matte and metallic eye stick and a waterproof color and gloss face stick.
 
Described by Puma’s global director of brand and marketing Adam Petrick as “the representation of the point where the gym meets the runway,” the collection aims to provide consumers with a product which they can wear both while exercising and going about their daily lives. According to the two brands, it is particularly targeted at millennials and Gen-Zers with an “always-on, do-it-all lifestyle.”

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“Our young consumer today prioritizes an active lifestyle whether it be career, fitness or personally. She's always on the go, never settles and needs high performance products that keep up with her grind,” said Trisha Ayyagari, deputy general manager of Maybelline New York, in a release. “The Puma x Maybelline Collection was created to do just that.”
 
As athleisure continues to be a firmly established trend and the rapid growth of the global cosmetics market shows no signs of letting up, the partnership could well turn out to be a savvy move for both brands, allowing them to explore new product categories.
 
The release of the collaborative collection will be accompanied by a campaign fronted by Adriana Lima, who is both a long-standing Maybelline spokesmodel and Puma’s latest brand ambassador.
 
The Puma x Maybelline makeup collection will launch in 35 countries on February 8. In the US, it will be sold exclusively by Ulta Beauty, debuting on the retailer’s e-commerce website, before rolling out in its brick-and-mortar stores in March.