Online Exclusives

Game Face

By Christine Esposito, Associate Editor | August 3, 2015

Meet the team behind Sweat Cosmetics, a new line of makeup built for more than a walk in the park.

Getting through that last mud pit in a 5K obstacle run. Draining a long putt for par. Scoring a hat trick, let’s say, in a World Cup soccer game. Today’s female athletes have mad skills, and they want to look their best and protect their skin when they’re on the pitch or elsewhere. Enter Sweat Cosmetics, a new line of mineral makeup created with athletes in mind.

The team behind Sweat Cosmetics has some insider information when it comes to what active women want; they’re former (and current) collegiate, Olympic and professional athletes themselves. Co-founders Taryn Hemmings and Emily Hines, former teammates, recognized a need for a product that would provide sun protection and a bit of coverage and most importantly, could last through the toughest training session.

The duo often talked about the idea when they were playing soccer together at the University of Denver. A few years after their 2009 graduation, with the idea was still on their radar, Hemmings and Hines decided to take the plunge.

“We were finding that we weren’t alone in this, and we thought, ‘we can make something of this,’” Hines told Happi.com in a phone interview in July.

Hines is currently CFO and Hemmings is COO, in addition to being a pro soccer player for the Chicago Red Stars. The rest of the Sweat Cosmetics team includes CEO Courtney Jones, a former pro soccer player for the Boston Breakers; CMO Leslie Osborne, who is currently a Fox Sports commentator and has 62 international caps for the United States Women’s National Team; PR Director Lindsay Tarpley, a two-time Olympic gold medalist; and Meghan King Edmonds (brand ambassador and director of sales), who stars in the Real Housewives of Orange County and is married to former all-star baseball player Jim Edmonds.

By networking and not being too shy about their Olympic and pro sports resumes, the team was able to find a great mineral makeup partner, packaging provider and box supplier.

The Sweat Cosmetics roster includes Translucent Mineral Powder SPF 30 and Mineral Foundation SPF 30  (available in five shades). Key ingredients are zinc oxide, vitamin E, milk thistle and rhodiola rosea.

“We did a lot of research on cosmetics that we liked, and we were very particular about what we wanted in and what we didn’t want in the product and how it should feel,” said Hemmings. A mineral formulation seemed the best fit, she said, for its all-natural and almost naturally waterproof capabilities. The hypoallergenic and dermatologist-approved formulas are free of oil, fragrance, silicone and parabens.

The founders tested the formulations themselves, and for additional feedback, turned to teammates and friends, many of whom didn’t use a lot of makeup.  Since the formulations were also providing vital sun protection, they realized their product shouldn’t look too much like, well, makeup.

“If we wanted them to pull it out at half time and apply, we couldn’t have a compact,” said Hemmings.

To that end, the product comes in soft-touch grip “twist brush” that marries “chic and athleticism” and can easily be stowed in a clutch or duffle bag.  A modular unit, Sweat Cosmetics sells refills and the brush is detachable brush for easy cleaning. Prices range for $48 for the initial brush and powder, and powder or foundation and refills are priced at $25.

The target customer for Sweat Cosmetics is a woman living an active lifestyle—and that casts a wide net, from the professional athlete to college students to the young professional taking a 5:30 am spin class before work to the 40-something mom of two who is a CrossFit fanatic.

Sweat Cosmetics officially launched in early June online—in time for the Women’s World Cup, and word spread via social media with tweets from the likes of Carli Lloyd and Brandi Chastain, another well-known soccer star who also serves on the company’s advisory board. More recently, Sweat was onsite at the Fitness on the Rocks Festival, connecting with women who attended the event at Red Rocks in Colorado.

It is still early in the race, but Sweat is in it for the long haul—and has its eyes on making a name for itself by the time the Olympics come around, according to Jones. The firm is also looking into products, quite possibly wipes, lip balm and mascara.

But for now, these athletes recognize that success on the field—and in competitive cosmetics market—is the result of proper preparation.

“We spent a year and half just testing products. We didn’t go private label. We hand picked everything that went into the product. That gives us credibility,” said Jones. 

Related End-User Markets:

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • OTC = TLC

    OTC = TLC

    Christine Esposito, Associate Editor||March 1, 2017
    Over-the-counter treatments provide consumers’ skin and hair with extra care.

  • The Green Dot

    The Green Dot

    John Kim and Lambros Kromidas, PhD*, Shiseido Americas||March 1, 2017
    Insights into one of the most used trademarks in the world.

  • The Good, The Bad Can Get Ugly

    The Good, The Bad Can Get Ugly

    March 28, 2017
    If you are what you eat, you may really be in trouble!

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016