Skincare as the Next Revenue Stream
What Gyms Can Learn From Cosmoprof North America 2025
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Nancy Trent
Cosmoprof North America 2025 wasn't just a beauty show; it was a crystal ball into where wellness and skincare are headed next. For fitness facilities looking to expand retail offerings, the insights from this year's event highlight a major opportunity... Skincare is no longer a luxury add-on; it's becoming a core part of self-care, recovery and performance.
The show floor buzzed with everything from biotech-powered serums to culturally rooted rituals reimagined for today's wellness-minded consumer. While aisles were packed with beauty staples, the real story was in the products reshaping the conversation around skin health, recovery and active lifestyles.
"Products that addressed the concerns of people with sensitive skin were a large trend this year," noted Liza Rapay, Vice President of Cosmoprof North America. "We saw simple face masks enhanced with advanced ingredients, SPFs that double as anti-aging treatments and multifunctional devices merging beauty and wellness."
For gyms and studios, this translates into new possibilities:
- Sensitive Skin Solutions: Post-sweat skin is often reactive. Stocking gentle, effective products tailored to this need makes sense for locker room retail.
- SPF + Performance: Members who train outdoors will appreciate sunscreens that protect while delivering skincare benefits.
- Multifunctional Devices: Think recovery meets beauty: devices that massage, de-puff, or boost circulation can sit alongside foam rollers and massage guns.
- Lip and Hydration Care: Small, affordable add-ons that members can grab on the way out are an easy upsell.
Beauty is no longer siloed. It's part of recovery, performance, confidence and wellness, the very pillars gyms and studios are built on. Purpose-driven skincare is the new standard, and fitness businesses that tap into this movement will see not just retail sales but stronger member loyalty.
The Frequency Effect
Fitness recovery is no longer limited to stretching and ice baths; skin is joining the conversation. At this year's Cosmoprof, frequency-based beauty stole the spotlight, with LED therapy, ultrasound technology and microcurrent tools leading the charge. These technologies stimulate collagen, calm inflammation and boost product absorption, making them a natural fit for recovery lounges and locker room wellness menus.
QARTZ takes this idea further with crystal-infused skincare that merges frequency, energy and intention. Their vegan, cruelty-free formulas transform post-sweat clean-up into a mindful recovery ritual, aligning perfectly with the holistic mindset of today's fitness consumer.
MedDrop, a Hamburg-based life science company, showcased DERMADROP, its needle-free technology that drives active ingredients deep into the skin. Originally designed for medical use, this system now delivers visible results for face, body and hair, mirroring the science-backed recovery tools already popular in fitness.
The New Nail Movement: From Statement to Strength
The nail category is shifting from decoration to durability, a trend that resonates with active people who put their hands and feet through extra wear and tear. Today's innovations balance bold looks with formulas that strengthen and protect nails.
Dr. Anti Fungus introduced stick-on nails infused with antifungal solutions, a game changer for athletes who spend hours in sneakers and sweat-prone environments. Cuccio highlighted nutrient-rich cuticle oils, perfect for hydrating and strengthening after tough workouts or frequent hand washing. Twinkled T's Nail Honey blends style with repair, keeping nails resilient through heavy lifting or yoga grips. Inked by Dani offered temporary, hand-drawn designs that bring self-expression without commitment, ideal for fitness enthusiasts who want flair without downtime.
Most Improved Products
Innovation at Cosmoprof wasn't always about what's new; it was about making the essentials better. For clubs, these "most improved" products represent quick wins: familiar categories with upgraded performance.
Epilaser introduced an at-home device with SPOT Technology for precise, permanent hair removal, an appealing option for fitness enthusiasts who prioritize smooth, low-maintenance skin. Cool Freakin' Genius delivered a playful take with LAZY A.F. Dry Shampoo, a fast fix for sweaty, post-class hair. CoCoXOs' whipped body butters blend hydration with clean ingredients, offering a luxe locker room upgrade. And blendSMART's rotating makeup brush promises professional results in minutes, mirroring the time-saving, performance-first mindset athletes already value.
Luxury Yoga-Based Naturals
Mind-body connection is at the heart of fitness, and this year's beauty trends followed suit. Brands infused yoga-inspired rituals and botanicals into skincare, emphasizing balance, recovery and relaxation.
Ram Ram turned simple products like oils and scrubs into mindful, sensory rituals, perfect for extending yoga practice into skincare. The Ayurveda Experience spotlighted face oils and serums rooted in ancient wisdom, ideal for members who embrace holistic health. From Fiji, Ram Ram and Loloma celebrated natural traditions, offering pure botanicals like Nama seaweed and organic coconut oil for deep hydration and skin recovery after training. These brands reinforce the growing crossover between spiritual wellness and physical fitness.
Brands With Mantras
Purpose-driven products resonate with today's health-conscious consumer. Brands at Cosmoprof aren't just selling formulas, they're selling philosophies that align with the wellness-first fitness community.
Champïone blends ancient resins with modern bioactives for high-frequency skincare that supports both performance and emotional well-being. KOA+ROY's waterless, zero-waste body care cubes echo the sustainability commitments of eco-minded clubs. LifeTherapy's lotions and fragrances are tied to moods like "Grounded" and "Energized," syncing perfectly with pre- or post-workout rituals. Nama Fiji's seaweed-based hydration and Loloma Fiji's pure coconut oil link performance recovery with natural simplicity.
Start Them Young
Teen members are growing in number, and skincare for young athletes is finally catching up. evre., a New Zealand brand, is setting the standard with natural, endocrine-safe formulas designed for developing skin. By pairing clean products with a commitment to youth mental health, evre. bridges the gap between wellness and self-care for the next generation of fitness consumers.
New Power Ingredients
Just as supplements evolve with science, so does skincare. Kiyomi Skin showcased the power of 5-ALA, an amino acid that energizes and rejuvenates skin at the cellular level. Already popular in Japan, this J-Beauty innovation promises hydration, collagen support and anti-aging benefits, mirroring the performance-driven mindset that drives fitness enthusiasts to seek the latest in nutrition and recovery science.
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Beauty is moving in the same direction as fitness... more intelligent, more intentional and more inclusive than ever before. The trends on display weren't just about glowing skin or glossy nails; they were about recovery, resilience and routines that support a healthier lifestyle. For clubs, the takeaway is simple: beauty and fitness are no longer separate lanes. Together, they're shaping a holistic approach to wellness where members don't just train harder; they recover smarter, look better and feel stronger inside and out.
