The burgeoning Athleisure movement in fashion has given rise to a new and growing category in the beauty industry, Active Beauty.

According to research giant Mintel’s latest Beauty & Personal Care (BPC) report the beauty companies are now catering specifically for the increasingly health conscious consumer.

Product benefits claims, protection claims and ergonomic packaging are all front of mind for this consumer set when it comes to choosing beauty products, says Mintel, which says we can expect to see expect to see more products that shield the hair and skin from exposure to pollution, ultraviolet (UV) and infrared (IR) light, make-up and gym bags filled with rubberised packaging and exercise clothing that sends skin temperature and hydration levels to apps with instructions about which products to release into the skin.

“Looking ahead, we will see more brands driving the ‘Active Beauty’ trend by launching a number of new and innovative products that not only prepare and support consumers before and during physical and mental activity, but aid in the recovery process as well,” said Mintel Director of Global Insights, Beauty and Personal Care Vivienne Rudd.

“Expect to see beauty brands play with temperature and water-activated products, partner with DNA analysis to provide personalised beauty regimes and team up with retailers on athletic apparel with time-release product features,” Rudd added.

While Athleisure’s influence as a fashion trend was much less in evidence on the catwalks this past fashion month, as a category it is still driving growing in the global apparel market. According to a recent study by Euromonitor International activewear and “sports-inspired” clothing was behind the recent 4% growth in the global apparel market which is now worth $1.7trn.

The full Mintel Beauty and Personal Care 2017 report is available to download here.