Several gyms and fitness studios are attempting to extend their reach into the beauty world. Glossier and Equinox are two such companies that have partnered with beauty brands and tapped influencers to market their products.
Beauty founders are also cautious about expanding into other categories. In an attempt to create a “lifestyle brand,” some companies may fail to differentiate themselves when branching into related categories. They may also risk alienating customers by focusing on too many aspects of their business.
The fitness industry is seeking to connect with the multitrillion-dollar wellness movement. With social media making beauty and fitness worlds more accessible, it’s no surprise that fitness trainers and gym owners are looking to expand into the beauty space.
Founders of fitness and beauty brands are trying to encapsulate everything they offer into one brand. Some are even looking to create a unified aesthetic with their products.
Fitness studios and gyms are offering everything from acupuncture to facials to infrared saunas, and are trying to expand their reach into the beauty space. They are also looking to create products, such as supplements, to enhance their business.
One of the most exciting things about the fitness and beauty worlds is that they are now becoming more accessible. For instance, Kylie Jenner has launched a line of shakes and bars at Target, and she is working on a beauty line of her own.
FIT (Fashion Institute of Technology) has also rolled out a beauty industry online program called Beauty Industry Essentials. This program provides an in-depth introduction to the beauty industry, and teaches students the tools they need to successfully advance their careers. The program is free to attend and no prerequisites are required.