In an era where posting workout completion photos is essential, athleisure wear keeps getting more stylish—but sometimes the face in the mirror doesn't quite match. Full makeup risks sweat-induced breakouts, while going bare-faced under bright gym lights feels daunting. A new beauty trend called "Athleisure Beauty" aims to solve this dilemma for fitness enthusiasts.
Athleisure, a portmanteau of "athletic" and "leisure," refers to the lifestyle trend that blurs the line between workout and everyday wear by combining sportswear functionality with casual style, as seen in leggings. Your Wings, led by CEO Kim Ha-ram, announced it will launch a cosmetics label specialized for workout environments that allows skin to breathe during exercise in the first half of 2026.
Your Wings has completed its brand name and identity work and is currently proceeding with trademark registration and ingredient patent applications, preparing for a full-scale entry into the athleisure beauty market.
The new brand launch stems from CEO Kim's personal experience. An avid fitness enthusiast who enjoys various sports, Kim often wore makeup because going bare-faced to workouts felt uncomfortable. However, as body temperature rises and sweat flows during exercise, cosmetics mix with impurities to clog pores, creating a vicious cycle of skin troubles.
Kim determined that repeated exposure to such conditions could damage the skin barrier and lead to long-term skin damage. According to expert research analyzed by Kim, skin wearing makeup during exercise shows significantly increased sebum levels compared to bare skin, while oil secretion decreases, intensifying inner skin dryness. The research also confirmed that foundation particles block pores (comedogenic), hindering sebum discharge and increasing the likelihood of blemishes and breakouts.
Based on this scientific evidence, Your Wings focused on creating "an environment where skin can breathe during exercise." The new athleisure beauty brand goes beyond simple waterproof formulas that resist sweat. The core concept is minimizing skin burden while accounting for heat, sweat and sebum generated during workouts, maintaining healthy and clean skin throughout exercise.
The first lineup to debut with the brand launch, "Foundation-Free Athletic Base," offers a smart alternative to heavy foundation. The product's key technology lies in a hybrid formulation combining "the light application of moisturizing cream" with "natural tone correction without foundation." Applying a breathable formula that adheres thinly to skin, it achieves a non-comedogenic design that doesn't obstruct sweat and impurity discharge. This prevents skin from feeling suffocated during intense workouts and reduces base transfer onto towels or workout clothes. The formula resists sweat but washes off cleanly without residue, eliminating concerns about post-workout breakouts.
Behind this differentiated product and business strategy lies thorough advance planning and expert verification. CEO Kim was consecutively selected for the "2025 Seoul City Beauty Business Academy" and the "Korea SMEs and Startups Agency Export Product Specialized Training Program," establishing a solid foundation for brand and product development. Through the Seoul City Beauty Business Academy, Kim received intensive weekly training and one-on-one mentoring for several months from practitioners at major companies including Amorepacific and industry experts. This refined product functionality and established export strategies with global market entry in mind from the planning stage.
Your Wings' distinctive ICT technology capabilities add another dimension. CEO Kim, who majored in public relations and is currently pursuing an MBA, holds a "National Certified Data Trader" qualification. The company also obtained certification as a "Data Trading and Analysis Service Provider" authorized by the Minister of Science and ICT, establishing credibility as a data specialist firm.
As an honors graduate of "Kakao AI School," Kim applied the latest technology skills to develop AI-powered content and precisely analyzed vast unstructured data from online communities and social media using text mining techniques. Through this approach, the company discovers hidden needs in the beauty market for product development and is building an efficient growth system by implementing AI marketing technology across brand operations.
"We're not simply following trends—we're creating a new category of beauty products optimized for workout environments in collaboration with top-level experts," a Your Wings official said. "We're accelerating development with the goal of launching the brand in the first half of 2026."
Your Wings plans to sequentially introduce products tailored to detailed "workout routines," including pre-exercise base and sun care as well as thorough post-workout cleansing and cooling soothing lines for sensitized skin. Subsequent lineups will also be developed through rigorous consumer data analysis and needs verification.
The birth of an athleisure beauty brand for everyone pursuing healthy beauty is anticipated—from gym beginners to dedicated daily fitness enthusiasts.
