No, you're not just imagining things. Suddenly, it's incredibly cool to be sporty. Fitness has been, is, and will always be important, but it's only in recent years that working out has become a "chic" or "trendy" thing to do. Factors like the body positivity movement, boutique workout studios, and celebrities openly sharing their gym routines likely have contributed to this, but it seems the strongest reason that fitness has become fashionable is lust-worthy activewear and athleisure outfits.
Our own Assistant Fitness Editor Dominique Astorino shared that the outfits were how she got into working out. "When I was younger, I didn't see exercising as ladylike, and I considered myself to be to a total 'girl's girl,'" she admitted. "My access point to fitness was cute activewear. Once I realized how good one's butt can look in yoga pants, it was all downhill." She went on, "Now, activewear has taken over my wardrobe, workouts are trendier than ever, and I've found something that makes me feel good."
Cult brand Tarte is applying that feel-good philosophy to a new category in the beauty landscape: athleisure. "We like to think of it as the yoga pants of skin care," Maureen Kelly, the brand's CEO and founder, told POPSUGAR over email. "Do you know the feeling you get when you slip into a pair of great yoga pants? You have this quiet confidence — you know you look good and pulled together when you run out of the house. It's totally effortless and comfortable, but still cool."
The Tarte collection (which will be available Dec. 4 on tartecosmetics.com, then on Dec. 20 on sephora.com) is genius. If you're familiar with the brand, you know that it already incorporates naturally derived ingredients that are cruelty-free, vegan, and, above all, healthy for your skin into every product.
"This was just such a natural progression for Tarte," said Kelly. "Skin care can be so serious — we think it should be fun! But, of course, it also needs to work." The formulas have been clinically and consumer tested to be hypoallergenic as well as long-wearing or sweatproof.
Tinted moisturizers with SPF, an illuminating moisturizer, and an on-the-go mattifying compact are just a few of the skin formulas in the launch, but you'll also find an incredible sweatproof mascara. Though some may question the point of wearing makeup to the gym, many beauty-lovers won't. After all, if it makes you look good, makes you feel good, and is actually good for you, then what's the harm in it?
"I read somewhere recently that sporty is the new sexy," remarked Kelly. "And that's so true. This fresh-face, no-makeup, woke-up like-this, effortless look is so powerful. It's also how women really live." She added, "They don't just go out to events and parties and need looks that bring them there. They go to the gym. They go do errands. If they're like me, they go out for multiple lattes. It's about getting real — it's the look that you feel comfortable putting on so you feel 100 percent confident in all of these real-life moments."
While it's the world's first-ever athleisure-specific beauty launch, it won't be Tarte's last. "We definitely have more ideas up our sleeve," said Kelly, teasing "maybe Summertime" as a potential season for an extension of the range. (Keep an eye on the brand's Snapchat for possible sneak peeks!) For now, though, read on to see everything in the initial collection.