Gym make-up fit for the selfie generation

The actress Jessica Alba has a breather during workouts to take a selfie
The actress Jessica Alba has a breather during workouts to take a selfie

You may have thought that the treadmill was one place you wouldn’t have to worry about your mascara . . . but you’d be wrong.

Gym make-up is the latest craze among fitness-mad youngsters who want to look their best in exercise selfies.

The TV presenter Chloe Madeley poses for a gym selfie
The TV presenter Chloe Madeley poses for a gym selfie

The beauty trend is the latest example of how cosmetics brands are cashing in on the health market. Sports leggings outsold jeans last year according to the fashion website Vogue.com.

The make-up products are designed to withstand even the heaviest of workouts. Tarte Cosmetics’ range includes sweatproof mascara (£18) and a powder compact (£27). Eyeko London, a brand endorsed by Alexa Chung, has a range of eyeliners designed for playing sport.

As the popularity of heavy drinking and smoking falls among millennials,