I love the antithesis of being a girly girl who is also running faster than most guys out there.
Elite marathon runner Anya Culling
“As a young girl, this sent the message that strength and femininity can’t co-exist, which isn’t true at all,” Culling added. That sentiment, however, appears to be changing as Culling and a new generation of athletes become more comfortable with expressing their authentic selves. “Now, I embrace the fact that I can be competitive and athletic,” she said, adding that “I love the antithesis of being a girly girl who is also running faster than most guys out there.”
“For so many years, it seemed like women weren’t allowed to fully express themselves. Now, we’re seeing this old notion turned on its head (as female athletes) take control and ownership of their image, and it’s actually empowering for them to talk about these other aspects of who they are beyond sports,” observed Geurin. “There’s no longer this contradiction; you can be strong and fast and also feminine.”
‘The marathon is a catwalk’
Female participation in running competitions is growing: At the 2024 New York City Marathon, which is regarded as the largest in the world, 24,731 women completed the race — marking the highest number of female participants in its history. Women athletes are also increasingly visible thanks to the amplification of social media platforms, where people share their training journeys and race experiences. On TikTok, there has been a recent flood of videos with tags such as “how to look pretty while running” and “makeup for marathon.”
For some amateur runners, the sport offers the potential for romance — leading some observers to dub run clubs as “the new dating apps” — which may explain a heightened interest in maintaining one’s appearance and looking good. “I know girls in my run club that have got run club crushes,” laughed Humphries. “Park runs and races are a really good way for people to meet. I think that for a long time, run clubs felt like something for the older generation, but with social media, younger people are (getting more involved).”
What’s changed is that instead of going (running) on their own, people are coming together.
FaceGym founder Inge Theron
Humphries added that the sport has helped her form new friendships: “I have a friend group from my run club. We see each other outside of runs, and when we do go for runs, we message each other beforehand saying, ‘What are you going to wear? Will you have matching socks on today?’ I love that it’s become a way to meet people.”
Rising interest in running has also proven attractive for brands. Last summer, beauty label Charlotte Tilbury partnered with Purdue, who counts over 51,500 followers on Instagram and 32,000 on TikTok, on video content showing off the products the runner uses in her routine. “They sent me loads of stuff, and I also got to go to their Covent Garden store (in London) and get a full glam look.” Purdue said.
In 2024, Maybelline New York became the first-ever cosmetics sponsor of the New York City Marathon. Ahead of the upcoming London Marathon, companies including the self-tanning label Three Warriors and facial brand FaceGym have partnered with athletes and influencers, offering treatments that promote their products and services.
“I think back to the London Marathon in the ‘80s and ‘90s, where people would run in their slops or casual clothes,” James Harknett, global creative artist at Three Warriors, told CNN over a call. “Now, the marathon is like a catwalk, where people are (considered about) what they’re choosing to wear and the skin they’re showing off.” Asked why he is now collaborating with runners, Harknett said he hoped to grow brand awareness and to “educate people and make them feel good in their skin.”
A former avid runner herself, FaceGym founder Inge Theron started offering facial massages, as part of a quick break, to runners taking part in the Los Angeles Marathon about seven years ago. “The marathon (route goes) directly past Sunset Boulevard, where our shop is, and I saw a lot of people running and grinding (their teeth) from the stress,” she recalled. “It creates tension within their jaw.”
Theron continued: “I’m seeing a lot more people get out and participate in (runs) — what’s changed is that instead of going on their own, people are coming together.” But whether people engage in athletics professionally or as a hobby, protective measures need to be taken, she warned. “It’s not just micro injuries that can be caused from the repeat repetition on the ground, but there’s also the sun and other things that can impact your skin and body,” she said.
The post Fake tan, fancy nails: How marathons became a catwalk for beauty appeared first on CNN.
