Online Exclusives

Fit for Fitness

By 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.

Does the color cosmetics market need another eyeliner? Maybe not. But an eyeliner that can stand up to the rigors of a 5K mud race or an hour long-hot yoga class? That’s a different story.
There’s growing tribe of women who prioritize fitness and they are spending money on products that match their lifestyles. It has already help create a new category in clothing—athleisure apparel from high-end Lululemon to affordable fashion outpost Old Navy.
Is the beauty category next to take off?
Kinx Active, a California-based start-up, is at the starting line. This self-described “active wear cosmetic company” is dedicated to offering color cosmetics and skin care products for active women on the go.  
The brand currently has two products: a gel eyeliner and wipes.  
The eyeliner is specially formulated for all day wear and has a built-in sharpener. Three shades are available—cream, black and syrup.
The wipes are packaged in a smaller pouch (perfect for a gym bag) that has specially designed seals that keep moisture locked in. The sheets can be used for deep cleansing of the face or to remove makeup.
Kinx Active products, which can be purchased online (, range from $8 for a pack of 30 wipes to $15 per eyeliner. The Trifecta Combo—which includes all three gel eyeliners, a pack of wipes, and slim fanny pack—is currently $35.
 “What makes us different is that unlike other companies that devised a particular line of makeup to address the growing trend or demand for make up for busy and active lifestyles, we have devoted our entire company to this particular niche,” Eric Bochniarz, national sales and marketing manager for Kinx Active, told in a phone interview.   
Having just launched in October, next up for this growing brand are nail lacquers and gels in 2017.  

Related End-User Markets: