Such was the genesis of Athletic Cosmetic Company, the beauty veteran’s latest venture developed alongside Club Med Academies cofounder and former professional Dutch tennis player, Dominique van Boekel.
“We’re tapping into the same sort of value proposition as, say, a Lululemon,” said Solomon, who toyed with numerous brand name ideas including For the Love of Color and For the Love of Sport before sticking with Athletic Cosmetic Company. , wherein gyms and fitness clubs are now considered hangout spots just as much as exercise venues, and the rise of social media, the athletic beauty space proved to Solomon and van Boekel ripe for innovation.
Solomon and van Boekel estimate the brand could do around $500,000 in first-year sales, and are planning to link up with“We’ve already had emails from gymnastics teams, volleyball teams, cheerleading teams, so I think there’s so much room here — and it will be affordable, because many of these teams want sponsorships even on a small-scale basis,” Solomon said.
“Certainly there are trends, but there hasn’t been a new beauty category in — I don’t even know how long,” said Solomon, who has coined the category “athbeauty.” Her goal is to offer performance makeup akin to that of a MAC Cosmetics or a Milk Makeup, but geared toward the “outdoorsy, sporty type.”