The Paris Olympics have wrapped up, and as always, they generated plenty of buzz. Just like in fashion, beauty brands were eager to grab their slice of the Games.

This year, fashion labels made a splash at the Games, with LVMH, Skims, and J.Crew leading the charge. Beauty brands weren’t far behind: Sephora sponsored the torch relay, Fenty Beauty partnered officially, Glossier teamed up with the US women’s basketball team, and stars like Simone Biles and Allyson Felix fronted campaigns for K18 and Merit Beauty.

So, why the rush? With over 5,000 female athletes at the first gender-balanced Olympics, beauty brands spotted a golden opportunity. Plus, the booming women’s sports market, poised to hit $1.28 billion next year, made the stakes even higher.

This got me thinking about a new trend that’s gaining traction—Performance Beauty. This category is all about products designed for intense lifestyles: cooling wipes, post-sweat treatments, powerful SPF, and makeup that lasts through it all.

Today, we’re highlighting the most interesting brands in this emerging space.

OFFCOURT

APPLY SPORTING DISCIPLINE TO EVERY DETAIL

The art and science of post-sweat skin care, says the main screen of the Off-court website. This isn’t just for athletes; it’s for anyone living the fast-paced, health-conscious lifestyle that’s the new status symbol. Off-court has cleverly built an entire brand around this, offering products that keep you fresh and functional long after the sweat has dried.

“We create fuel for post-sweat living. A functional personal care company delivering everyday luxury for active people.”

From a branding perspective, Off-court has nailed it. The name is short, sharp, and instantly evocative of life beyond the court. Their signature mint color, paired with subtle violet tones, creates a fresh, dynamic look that’s hard to forget. The product shots, website, and all the copy are visually appealing, cohesive, and professionally executed. My verdict? Five stars, hands down!

FREAKS OF NATURE

CONVEY AN AUTHENTIC CHARACTER

Freaks of Nature is a brand that’s all about outdoor inspiration. They don't just sell products; they craft narratives around people who are deeply connected to outdoor activities and who push themselves to their limits. These stories aren’t just marketing fluff—they’re designed to pull you into the tribe of Freaks who are always ready for the next adventure. If we’re talking archetypes in branding, Freaks of Nature is the quintessential Explorer, right up there with brands like The North Face, Patagonia, and Jeep.

What’s particularly intriguing is the design—featuring a chaotic text composition with the logo on the primary packaging. But here’s the twist — it’s the only place they use it! Everywhere else, they stick to strict left or central alignment, mixing big caps with tiny descriptions in lower-case that create a striking contrast and give off a brutal vibe. The high-contrast combo of red and blue adds a vivid pop that stands out in any user-generated content, especially in natural environments.

KOA

GAIN A COMMUNITY YOU WANT TO BE ASSOCIATED WITH

KOA is designed for active lives, rooted in the wisdom of Hawaiian, Japanese, and Korean healing traditions. This brand focuses on movement and well-being, embracing a philosophy of balance rather than the "sweat till you die" mentality.

The packaging features a bold logo with a short, punchy name that’s impossible to miss—just what you want in a brand mark. Such a monumental logotype sets the tone for the entire branding. You don’t need much else! Just plant that geometric logo, and it speaks for itself on any packaging.

Another standout element is the photography—dynamic camera angles, fish-eye effects, and high-contrast retouching give KOA a distinctive visual edge. On social media, the brand shines with plenty of user-generated content, showcasing a community of active, stylish individuals.

HUSTLE

BE UNIQUE, OR NO ONE WILL NOTICE

Hustle Beauty is a skincare brand launched by Haley and Hanna Cavinder, the twin co-founders who made their name on the basketball court. They saw a gap in the market for sweat-resistant makeup that's gentle on the skin and durable enough to last through intense workouts. The overall brand aesthetic leans into an American vibe, with a nod to the die-hard fans of Stanley Cup culture.

The logotype and packaging are minimal, with a touch of dynamism that's almost imperceptible. It comes off as rather bland, lacking any real evolution in style. The brand feels soulless, more like a product built around athletic celebrities than something with its own authentic identity.

WYN BEAUTY

CHOOSE COLORS STRATEGICALLY

WYN Beauty, founded by tennis legend Serena Williams, feels like a natural extension of her iconic style. Known for her bold self-expression—be it beaded braids, vibrant nails, or her signature cat eye—Serena has always paired her drive with a flair for beauty. So, launching a decorative cosmetics brand was a seamless next step.

The brand’s signature element? A striking neon lime color. Everything from the packaging to Serena’s own wardrobe is drenched in this vibrant shade. It’s a smart choice for a cosmetics brand—neon lime makes for a cohesive look while allowing other colors, like lipstick shades, to pop against it. The result? A beautifully holistic aesthetic that’s as bold and unforgettable as Serena herself.

SOLAR SPORT

START YOUR BRAND WITH FUTURE-CORE PRODUCTS

Solarsport is all about protecting athletes during peak performance, specifically designed for those who need sun protection while outdoors. The brand’s strong blue-yellow-white color scheme clearly communicates its focus—sun and sport.

Take note of their logo: a monogram featuring an abstract silhouette of spinning wheels, perfectly capturing the brand’s dynamic spirit. Solarsport feels like a fresh, eco-conscious brand just starting out on its journey in the world of performance.

So, there you have it—some of the most intriguing brands in the Sport Performance category. Now, I’m curious, which one’s your favorite? Take part in our poll 🪀

UNDER THE HOOD

FROM ORCHIDEA

For today, Orchidea doesn’t have much to boast about, as we took some time to enjoy a fantastic summer (that’s why we missed July edition 🫠). We had an awesome team-building weekend among the pines near the swimming pool, where we talked, laughed, and simply had fun. It was all about recharging and gearing up for the new school year. Stay tuned for our next issue—we’ve got something special in mind!

If you enjoy our monthly content, we’d love if you could share it with your friends or colleagues who might find it interesting. We’d be super grateful!

Cheers, Orchidea team 🤍