There are over 35 million women in the U.S. who play sports or engage in regular physical activity: from dance, cheer, and pilates to weightlifting, soccer, and track. A striking 80% of them report that they wear makeup while training or competing. Not just for vanity, but because it gives them a sense of confidence, readiness, and identity. But while these women are showing up in full force - from the gym, to the field, to the mat - the beauty industry still isn’t showing up for them. They talk openly about the problems they face, including; Makeup slippage mid-practice or mid-game, breakouts and clogged pores from sweat, heat, and friction, fungal acne, irritation, and redness caused by poorly formulated products that aren’t sweat-adaptive. And, this is just one facet. Even girls who are more casual about their sporty endeavors (think about the pilates craze this year) are missing out on vital aspects of their skincare routine.

The beauty industry has responded with one limited solution: "makeup for sports." It looks good. It lasts longer. It fits the aesthetic. But it doesn’t address the actual skin consequences of being an active woman. These products stop at appearance. They don’t start at healing, soothing, or protecting. Here’s the truth: skincare and makeup are not interchangeable. And right now, there is no market leader in skincare built for sporty girls.

Today, these women are left piecing together routines from skincare brands that were never formulated for athletic skin conditions: Glossier, Rhode, and Summer Fridays are brands they love for their aesthetics and community, but aren't made to prevent sweat-related breakouts or restore the skin barrier after sun exposure and friction. The Ordinary and Starface are more science-driven, but too clinical and not designed for movement, outdoor training, or emotional connection to sport.Their routines may look beautiful in a Pinterest flatlay, but they'll fail under real pressure. Their pre-and-post game skincare doesn’t perform, and they’re stuck choosing between cute branding or clinical products, none of which were made with their active lifestyle in mind.

Yet this audience isn’t small. It’s growing. 50% of Gen Z women say fitness is central to their identity. Girls are training younger, playing longer, and creating entire social aesthetics (like "wellness girl," "balletcore," and "hot girl walk") around active routines. At Club Studios, we believe these sporty trends should be capitalized on not just with makeup, but with sporty skincare. These trends represent the growing volume of women involved and empowered through movement. Women’s sports viewership is exploding, from the NCAA to the WNBA, yet there’s no skincare brand taking the stage with them. Why should Glossier be only sponsoring WNBA girls with their makeup?

When looking at the market, it's clear that this inability to recognize skincare as the next biggest sporty category is a massive missed opportunity. The U.S. beauty and skincare market is worth over $145B. The wellness industry will hit $1.3 trillion by 2030. And yet, there is still no skincare category for the girls who sweat, stretch, and train. The ones who actually do things. The gap between beauty, wellness, and performance is widening. And if skincare doesn’t evolve with it, this audience will be left uninspired, uncared for, and underserved.

Club Studios began building an audience less than a year ago, and in that short time, we’ve turned early traction into real momentum.

We’ve built a highly engaged community:
1. Reached 10,000+ followers across platforms, including 8,000 from Instagram alone, all within our exact target demographic
2. Gained over 800,000 monthly views by consistently sharing our mission, values, and wins with our future customers
3. Collected a waitlist of 400+ women ready to purchase on launch
4. Engaged with our community deeply, gathering over 2,000 feedback data points through ongoing surveys to build a product they truly want

We’ve validated and built our first product of many:
1. Finalized our first skincare formula, developed in collaboration with top cosmetic chemist Kenna Whitnell, and prepared for manufacturing
2. Met with leading experts in the industry, including cosmetics manufacturers and Lisa J, founder of BK Beauty

We’ve laid the foundation for a strong launch:
1. Privately raised nearly $10,000 in angel funding through Alpha School
2. Assembled a powerful 4-person board of advisors, including ex-JP Morgan angel investors, a cosmetic chemist, a wellness-focused creative director, and a branding expert
3. Built an influencer network ready to activate through an established PR agency and targeted outreach

Our mission is to fill a gaping industry hole and solve 35 million pain points in the United States. We're doing so through targeted aesthetic branding, sporty-first formulas, and strong brand values and foundations to build off of. Join us in that mission. Join the Club.