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SweatWELLth, Where Gatorade Meets Skin Care

More Americans are working out and a new brand hopes to help them better prepare before, during and after workouts.

SweatWELLth is a new contender in the ath-leisure beauty arena with a lineup that extends beyond cosmetics that don’t wilt during a workout. Think Gatorade meets body care.

“Many of the brands on the market are more cosmetic and we respect what the big brands are doing, such as waterproof and SPF. But we wanted to target the people doing active, lifestyle-changing activities along with diet,” said Paul DeGaetano, president of SweatWELLth. The brand is formulated for enthusiasts of all ages engaged in high-energy workouts such as CrossFit, Pilates, cycling and yoga. “They want something that can enhance their performance before, during and after their activity.”

SweatWELLth isn’t only for Millennials. “Everyone is striving to have good health and wellness. Along with the ath-leisure craze, it made sense to bring out products that speak to active lifestyles,” added Rebecca Killian, executive vice president, product development and design at SweatWELLth. “But we knew we needed to do some pioneering because we really wanted products that can help you do better during workouts and recovery. We have some real performance technology into the products.”

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The six stockkeeping-unit collection, plus a trial-size kit, is the latest in a booming market for active beauty lines such as Sweat Cosmetics or Tarte’s Lifted Sweatproof Mascara.  Prices range from $12.50 for an Electrolyte Conditioning Lip Balm to $38.50 for the Try Me Kit.  It debuts today on Although the company wouldn’t comment on sales, industry sources believe it could generate between $2 million and $5 million in first-year revenues.

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There’s a robust market for the line with Americans more focused on exercising and taking better care of their health. According to Statistic Brain, 50 percent of Americans exercise at least 30 minutes three days a week. More than 45 million people in the U.S. belong to a gym. Workouts are getting more intense, from boot camps to barre classes and a new concept introduced seemingly daily. NPD estimates the ath-leisure market will surpass sales of $178 billion by 2019.

The lineup meets at the intersection of the health and wellness boom, offering benefits not only during a workout but before and after as well. For pre-workout, there is No Sweat, formulated to reduce sweat so people don’t lose essential fluids as quickly. “It provides a barrier to skin to help you maintain your essential fluids a longer time,” said DeGaetano. Another item is Awesome Chalk, an anti-bacteria spray powder that can guard against the germs lurking in chalk buckets.

Hydra Drench Refreshing Facial Mist and the Electrolyte Conditioning Lip Balm SPF can be used during workouts. After a session, there is Power Shower. “It’s a shower in a bottle when you don’t have time for a shower,” said DeGaetano, adding it has moisturizing properties as well.

Much like high-performance workout apparel, SweatWELLth offers encapsulated anti-bacterial, anti-microbial and anti-fungal properties. “We all know that [exposure to germs] happens in gyms,” said Killian. “We wanted to take these products to the next level,” she said, adding there are also anti-chafing and skin repair properties in the lineup.

The company plans to pursue an e-commerce distribution platform, perhaps adding a subscription replenishment option. To get product into consumers’ hands, SweatWELLth is looking at partnerships with boutique gyms. A pre-launch giveaway of Power Shower has generated buzz, said Killian. She added there are several items in the pipeline, including a tinted version of the lip balm, dry shampoos and enhanced foot care. “But all products have to pass the test of why should this exist and what gives it a reason for being.”

Although SweatWELLth is a stand-alone company, its creators are from Boom LLC, known for custom brands in the bath, fragrance, cosmetics and skin-care categories.