A few years ago, you might have dropped an objectively "eye-watering" amount on a, say, a handbag because you saw it on the Olsens, got caught in the cross-hairs of a persuasive shopping assistant or hoped it would last a lifetime. Nowadays, however, customers are looking for something that you might expect to be listed on a dating profile: emotional connection.
The Business of Fashion's recent report, The State of Fashion: Face to Face With Luxury Clients, which was produced in collaboration with consultancy firm McKinsey & Company, found the following: "Emotional connection is the number one driver of luxury brand desirability in both the US and China — above craftsmanship, heritage and logo recognition." A customer still expects quality but wants more besides.
(Image credit: Alexandra Carello)
"Things like beautiful imagery, exceptional product, operational slickness, high-touch customer service are par for the course—on top of that consumers now need to feel like they are buying into something," says luxury brand advisor Alexandra Carello. "The brand has to work hard to create something that people want to be a part of. This is not about pushing out information and product anymore this is about pulling people in and enveloping them in your world," she says.
The BoF report uses the case study of Chanel, interviewing the brand's president of fashion, Bruno Pavlovsky, about how it's managing to grow in a difficult luxury climate (2025's operating profit was $4,712 million, an increase of 5% compared to 2024). Pavloksky cites Matthieu Blazy, the new artistic director, and his vision—of a future that's rooted in a storied past—as the reason why customer interest has been reinforced. "Chanel, the brand, never stopped generating interest. Matthieu’s arrival has reinforced that interest. He has perfectly integrated the heritage of Mademoiselle Chanel, of Karl. But his work also makes space for more freedom, more audacity in an intelligent way."
Celine is another brand that has recently undergone a changing of the guard, with a new custodian in the form of creative director Michael Rider. Having previously worked at the maison under, arguably, its most venerated creative director, Phoebe Philo, Rider's design language is steeped in the lore of what the internet refers to as "old Celine" Similarly to Blazy, however, he's using that history and knowledge to move forwards, taking the brand into exciting territory that has got fans re-excited by a new Celine.
Ruth Bewsey (Image credit: Daisy London)
This new territory is where the luxury shopping experience goes beyond the transactional. How brands in more contemporary price brackets have managed this is by treating the product as just the starting point. "I've always believed the best brands create relationships, not just sales," says the co-founder and creative director of Daisy London, Ruth Bewsey. "That's what inspired the Daisy Summer Club, a series of pop-up experiences with aligning brands, at places our community already loves to spend time. Rather than simply selling jewellery, it's about creating moments to meet people, have conversations and hear their stories." The goal is to be part of someone's life instead of passing through one of its phases.
Alona Shelemy (Image credit: By Alona)
"It's never just about selling a necklace, it's about creating something that becomes part of someone's story," says the founder of jewellery brand By Alona, Alona Shelemy, who regularly talks to her long-standing customers via Instagram DM. "One of my favourite things is when customers come back years later asking us to refresh or re-plate a well-loved piece."
Jennifer Chamandi with Roxie Nafousi (Image credit: Jennifer Chamandi)
Traditional loyalty schemes that usually reward customer spend are similarly being rethought. "Rather than asking customers to earn access over time, we welcome them into our world from the very beginning," says Jennifer Chamandi, founder of her eponymous shoe brand, who opened a salon-style meeting space, The Apartment, in October 2024. "We involve them in the brand's journey through intimate events, workshops and masterclasses, creating meaningful experiences beyond the product itself. Over time, many of our most loyal clients naturally evolve into brand ambassadors with whom we build even deeper relationships."
The Apartment (Image credit: Jennifer Chamandi)
Before you envelope your customer, however, it helps to know who they are. At Freja, a handbag label based in New York, its customer can be summed up in seven words: "women in the pursuit of something meaningful." Thoughtfulness is how the brand's founder, Jenny Lai, weaves her own worldview into Freja; "it’s how my parents showed love to me growing up. Not with praise or gifts, but attention. Noticing things and helping in a quiet way," says Lai, whose bags, "quietly make your life a little bit easier without you needing to ask. Key leashes, intuitive pockets, flap shoulder straps, and long strap drops. It all calls back to my foundational definition of care and love."
Jenny Lai (Image credit: Freja)
This kind of ethos can't just be at the foundation of a brand; it has to be woven throughout. "For us, culture isn’t something we consciously place into a collection. It’s already there. It lives in our instincts, our eye and the way we approach design. Every silhouette, fabric and detail carries that perspective," says the co-founder of Noon by Noor, Shaikha Noor.
Shaikha Noor and Shaikha Haya (Image credit: Noon by Noor)
Above all, it's about humanising the customer; taking an interest that goes deeper than niceties. "Seeing people in the clothes, how they style them, learning about their lives—that's why we do this," says the founder of denim brand DALA, Rosie Ingleby. "Denim has such a history and a function—I love to find out what people do and then imagine how their jeans will look in 10 years—the fade will be so specific to their life and becomes very personal."
Rosie Ingleby (Image credit: DALA)
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Do we switch to fully electric or not? That is the question my husband and I have been asking ourselves for the past six months. As I write this, I am sitting on an aeroplane on my way to Puglia in southern Italy, where I spend every summer holiday with my family. To date, we have always preferred to fly, especially with a young child. However, with the ever-rising cost of travel — not to mention expensive car hire fees — we have started to consider upgrading our family car to a fully electric vehicle and driving to Italy each summer instead. Now that my daughter is seven years old, we finally feel bold enough to attempt the journey, which totals approximately 24 hours of driving. The plan would be to break it up with a couple of overnight stops along the way, giving us time not only to recharge the car but also to discover some of the many beautiful places in Europe and Italy that we have yet to explore.
Enter the Volvo ES90, the Swedish manufacturer's latest all-electric saloon, which I was invited to test drive for a weekend in North Yorkshire while staying at Saltmoore Hotel in Whitby.
I'll admit, I had never driven — or charged — an electric car before getting behind the wheel of the ES90. I was slightly sceptical, not only about its quoted range of up to 435 miles but also about whether stopping to charge it would become an inconvenience on long journeys. That said, any seven-hour drive, electric or otherwise, usually requires at least one comfort break, so perhaps charging wouldn't be as disruptive as I'd imagined.
(Image credit: Volvo)
One of our biggest priorities when choosing a new family car is space. If we really are going to drive across Europe every summer, generous leg room and a sizeable boot are essential — the Russo-Bah family certainly don't travel light.
Although our trip to Yorkshire was only for two nights, the drive took place during one of the hottest weekends of the year, with temperatures reaching almost 40°C. The ES90's spacious cabin, luxurious leather seats and panoramic glass roof, which can instantly shade itself at the touch of a button, were all very welcome features.
While I had naturally been looking at SUVs like the Volvo EX60, the Volvo ES90 offers something that few cars in its class can match: exceptional space for both front and rear passengers. Rear leg room is particularly impressive and quickly became one of the car's biggest selling points for me. Another unexpected highlight was the fully reclining front seats. After five hours on the road, being able to properly stretch out whilst my husband took over at the wheel, was such a treat and would be a real win when taking turns driving all the way to Italy.
The Bowers & Wilkins sound system is another standout feature, transforming long motorway miles into a fun family experience singing along to our favourite songs, while the large central touchscreen controls virtually every function in the car. I had read one review describing the interior as too minimalist, but for me, that simplicity is exactly what makes it so appealing. The clean, uncluttered design immediately stood out and feels both modern and timeless.
In terms of the driving experience itself, I genuinely didn't know what to expect, but I was pleasantly surprised by how intuitive everything felt. On the motorway, its adaptive cruise control and driver assistance systems monitored the traffic ahead, maintaining a safe distance by gently slowing the car when needed and making long stretches of driving noticeably more relaxing. Rather than taking over, the technology makes the car adapt to what is on the road in front and helps you understand when you’re distracted, or tired, prompting you to have a rest.
Of course, one of the biggest questions surrounding any electric car is charging. While it did require a little more planning than simply pulling into a petrol station, I quickly realised that charging slots naturally fitted into the breaks we would have been taking anyway and are actually far more present that I realised. 20 minutes later, after a quick lunch stop to eat and stretch our legs and we were ready to continue the journey. It certainly challenged many of the assumptions I had about owning an electric vehicle.
The ES90 is longer than many of the SUVs I had been considering, and that extra length would undoubtedly take a little getting used to when manoeuvring or parking. However, the payoff is the generous interior space, exceptional comfort and smooth driving experience that few rivals can offer.
By the time I returned the car to Volvo, it had firmly established itself as one of the front-runners on our shortlist. More importantly, it answered the question I had been asking myself before the weekend began: could I realistically drive an electric car all the way to Italy every summer? The answer, surprisingly, is yes. The Volvo ES90 didn't just convince me that driving across Europe in an electric vehicle is possible — it made me wonder why we hadn't considered making the switch sooner.
There is a tendency in summer to opt for the easiest outfit—brought on by chasing kids around, not quite fancying a faff in the heat, or simply being more focused on getting out and about than on what you're actually wearing. Denim shorts and a trusty tee, or a simple sundress and sandals, easily become a kind of uniform. But there is a bolder, far more fun pairing currently doing the rounds, and some of the best-dressed women on the internet are already big fans. Enter: the sarong and shirt.
Simple in its elements, yes—all you really need is a sarong (or pareo, or extra-large scarf of sorts) and any shirt of your choosing—to create an off-duty look that's both laid-back and loud. Accessories, shoes and bags can then come as you wish. Think a simple flip flop, sun hat and raffia bag for everyday wear. A strappy sandal, shell jewellery and clutch for alfresco dinners. Add a bikini and it will take you to the beach.
Though while the sarong dates back centuries in South and SouthEast Asia, it's popularity surged here in the UK in the 90s, with even David Beckham stepping out in a silk Jean Paul Gaultier style in 1998. A look that seemed to be on the Dries Van Noten Spring/Summer 26 menswear moodboard, as an impressive number of the silk wraparound skirts walked down the runway. A style that's equally trending, FYI.
(Image credit: Dries Van Noten)
So, yes, it's another 90s trend back yet again in the spotlight, but with the weather in the UK set to stay warm, it's no longer a look reserved solely for holiday. So go bold with your colour choices and play around with prints. Below, a handful of sarong and shirt options by way of inspiration.
Shop Our Favourite Shirts + Sarongs:
Shop Shirts
ARKET
Cotton Poplin Shirt
This oversized 100% cotton style may be my favourite for warmer weather. White jeans, denim cut-offs and, of course, a sarong all make for easy outfit pairings.
TOTEME
Oversized Summer Shirt Sky
Combining linen and cotton with minimal faff, consider this Toteme shirt an impeccably made easy-to-style staple. Opt for a sarong with blue, yellow, cream or brown colours printed across to make the soft shade more striking.
Balzac Paris
Anne Ivory White Shirt With Multicolored Embroidery
To really evoke that beachside style, look to this lyocell-linen-cotton blend shirt, elevated with summer-themed embroidery: a palm tree, waves, sun and sausage dog. Why not?
With Nothing Underneath
The Weekend: Hemp, Red
With Nothing Underneath is the shirting brand every fashion editor reaches for first, and with every colour, cut and fabric you can think of, there's sure to be a style to suit any wardrobe. This red hemp feels especially fresh.
Massimo Dutti
Flowing 100% Linen Shirt
For a more relaxed fit, consider sizing up in this 100% linen shirt and roll up the sleeves for a more laidback look.
John Lewis
Pure Linen Shirt
Butter yellow was the key colour trend of both last summer and the one before, and though its popularity has dipped slightly, its joyful wearability still stands strong.
Shop Sarongs
Isabel Marant
Printed Cotton and Silk Beach Cover-Up in Red
Taking inspiration from Persian style, this red printed wraparound sarong is expertly suited to the warmer weather. Especially considering it's crafted from cotton and silk.
Pucci
Orchidee Cotton Beach Cover-Up in Blue
Enter any luxury resort, beach club or boat this summer and you're sure to spot a scattering of Pucci print. This 100% cotton cover-up can be worn as a skirt, a dress or even a bag, if you're handy with knot-tying.
FARM RIO
Off-White Sicily Sarong
Sicily is synonymous with lemons, so it's little surprise that the Farm Rio namesake print features plenty of yellow. This fringed linen-blend sarong will add a playful pop of colour to any wardrobe.
Anthropologie
4th & Reckless Sofia Sarong
Blue and brown is one of the most unexpected yet elegant colour pairings I've come across this season and this sarong proves why it's so popular. Plus, it makes styling all that much simpler with blue, brown and cream shades pairing perfectly.
ERES
Modernity Striped Cotton and Silk-Blend Sarong
This striped Eres sarong may look like a colourful beach towel, but crafted from a cotton-silk blend it's beautifully soft. Plus, the longer length makes it a touch more modest.
Cala de la Cruz
Luana Printed Beach Cover-Up in Yellow
This vintage-inspired sarong certainly brings the summer feeling. The brand may have a matching bikini, but any yellow, brown or cream shirt will look especially lovely.
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Sale season separates people into three camps. There are the ones who will spend hours scrolling, searching for the perfect piece to add to their wardrobe. Then there are those with wishlists at the ready, poised to check out in record time should the discount prove impressive enough. And then there's the crowd who haven't yet been won over by any serious sale, finding only dregs in strange shades and sizes. To you, I say no more—I'm determined to change your mind by revealing the gems hiding in the Reformation summer sale.
The key is not to be pulled in too far and buy things you won't actually wear. Instead, keep your current wardrobe in mind and start with the questions: what's missing? What have I been searching for the longest? And what do I truly love?
For the latter, I can lend a helping hand, having first-hand insight into what you, our Marie Claire readers, actually invest in from Reformation. The Hunter Stretch Mid Rise Wide Leg Jeans, the Cashmere Boyfriend Sweater and the Layla Knee Length Skirt are just three beloved pieces to have already been discounted—and I'll also be pointing out the sale pieces that more than deserve a place in your wardrobe. Scroll on for 11 key highlights from the Reformation summer sale.
Shop The Best Of Reformation's Summer Sale
Reformation
Beverly Cashmere Sweater
A cashmere jumper is a true wardrobe staple—I've started to wear mine with shorts in the chillier evenings already. Though the relaxed cut on this one makes it far more interesting than the body-hugging basics.
Reformation
Hunter Stretch Mid Rise Wide Leg Jeans
The Hunter Mid Rise Jeans are the favourite Reformation find among you, our loyal Marie Claire readers. Seeing them in the sale makes the event all the more exciting.
Reformation
Helen Low Waist Silk Midi Skirt
Chilli mango is the name of this shade and it really does look as delicious as it sounds. Crafted from 100% silk in a classic pencil skirt cut, consider it one easy way to liven up any office wardrobe.
Reformation
Seleena Bucket Bag
Investing in a chic yet practical black leather bag is always a good idea. If you have a gap in your wardrobe then look no further.
Reformation
Aurina Linen Top
If I were to buy just one item in the Reformation sale, it would be this one. The chocolate brown strapless tunic will make any bottom—skirts, silk trousers, longline short—feel instantly elevated. Plus, it's said to get softer over time.
Reformation
Birdie Linen Dress
Crafted from 100% linen with a cut that works just as well with flip flops as it does a more formal mule, it's little surprise that the Reformation Birdie Linen Dress is a Marie Claire reader favourite. What might be surprising is that four different variations of it are in the sale.
Veda
Veda Lincoln Suede Shirt Jacket
The Sales are a great time to make bigger investment purchases like a suede jacket. Don't be swayed by more detailed styles, this classic shape will guarantee cost per wear.
Reformation
Saige High Rise 4” Jean Shorts
Another Marie Claire reader fave: a longline short. Specifically, the Reformation Saige High Rise 4” Jean Shorts which, handily, are in the sale.
Reformation
Genine Heeled Sandal
Mule sandals are one of the comfiest styles to wear. This black patent pair are what I call a do-it-all shoe. They will easily take from the office, to dinner and on holiday. A no-brainer.
Reformation
Layla Knee Length Skirt
An impressive number of you snapped up this 90s-inspired midi skirt before it entered the sale. If you're getting great wear out of it, perhaps another colourway will tempt you?
Reformation
Delfina Dress
Reformation has nudged its way into the wedding guest dress market and become a firm favourite. This dainty floral slip dress is proof of why.
Reformation
Roberta Ankle Boot
Whilst it may not feel like it right now with the perennial heatwaves in the UK, Autumn is on the horizon, so what better time to add a great every day pair of boots to your wardrobe than in the sale.
Reformation
Cary High Rise Slouchy Wide Leg Jeans
All hail the cuffed jean! One of the easiest ways to add extra dimension to any outfit. Though, if it isn't quite your colour, there are eight others to choose from in the summer sale.
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What does it take for a beauty product to survive a marathon, a three-set tennis match or several hours competing beneath stadium lights?
The least interesting thing about the world’s most talented female athletes is what sits inside their make-up bags. Their strength, skill and extraordinary careers are, quite obviously, the story. Still, in the name of rigorous beauty journalism, we do need to know which setting spray they are using.
Because while most of us judge a long-wear product by whether it survives a crowded commute or an overheated office, elite athletes subject theirs to an altogether more convincing stress test. Their skincare, make-up and hair products need to withstand sweat, rain, humidity, sun exposure, international travel and long days of training and competition - without stinging their eyes, clogging their skin or requiring constant touch-ups.
So, I asked world-renowned athletes across a range of sports to share the formulas they genuinely rely on. From mascaras that stay put through perspiration and SPF that will not run into the eyes, to recovery skincare, slicked-back hair essentials and the beauty hacks picked up over years of competing, these are the products that have earned their place in some of sport’s hardest-working kit bags.
Keep reading to find out which athlete-approved beauty tricks are worth borrowing, whether you are heading towards a finish line or simply trying to make your make-up last through a hot day.
Ahead, the world's elite female athletes' tried-and-tested beauty products...
Morgan Lake - Team GB high jumper
(Image credit: Marie Claire)
Three-time Olympian Morgan Lake has spent more than a decade competing at the highest level of international athletics. The British high-jump record-holder became the first British woman since 1992 to reach an Olympic high-jump final at Rio 2016, before representing Team GB again at Tokyo and Paris. With outdoor competitions often involving hours of sun exposure, repeated warm-ups and the pressure of staying focused between jumps, Lake relies on lightweight products that protect her skin without feeling heavy or restrictive.
Skincare: “When I’m training or competing outside in the sun for hours, a good SPF is a must,” she says.. After training, she uses Dermalogica Special Cleansing Gel, followed by Dr.Jart+ toner and moisturiser.
Best beauty hack: "Spraying makeup fixing spray on my slick back hair helps it stay in for longer."
Holly Aitchinson - England Rugby Union Player
(Image credit: Marie Claire)
England fly-half Holly Aitchison is a key playmaker for the Red Roses, known for her composure, precision and versatility across the backline. With long training days, high-intensity matches and unpredictable weather conditions, Aitchison relies on a beauty routine that works as hard as she does.
Skincare: Hydration is essential for Aitchison, who always prepares her skin with Neutrogena Hydro Boost moisturiser. After a match, she reaches for The Ordinary Squalane Cleanser to remove “dirt, mud, sweat” and every trace of make-up, before reapplying Hydro Boost. “It is instant,” she says. “I adore it.”
Hair: On match mornings, Aitchison creates a slicked-back bubble ponytail using got2b hairspray and a slick stick. She even coordinates the hair ties with her kit, or, when she is less fond of the colour, with her boots instead.
Best beauty hack: Take it from Aitchison, Fenty Beauty Soft'Lit Naturally Luminous Longwear Foundation "does not move”. As for makeup, she says: :If you want it to stay, the base is as important, so for me as a super dry girlie, I’m layering the moisturiser and the vitamin C in my setting spray is key for me. If I want it to last, I top with a powder, but with a light hand."
Eilish McColgan, Team GB long-distance runner
(Image credit: Marie Claire)
Four-time Olympian Eilish McColgan is accustomed to training and competing in conditions that place both her body and beauty routine under considerable pressure. From altitude camps in France to long runs in Dubai’s heat, the Commonwealth 10,000m champion needs products that remain effective through hours outdoors without adding unnecessary fuss to an already demanding schedule.
Skincare:Pelotan SPF30 is her outdoor-training non-negotiable. “It has never let me down, even during long runs in extreme heat,” she says, while the brand’s aftersun helps soothe her skin afterwards. For post-race recovery, she uses Biodance Bio-Collagen Real Deep Mask before bed and Neom Perfect Night’s Sleep Mist to unwind. McColgan, who is a Revive Active ambassador, also incorporates its Joint Complex supplement into her broader recovery routine to support her joints and muscles after the repetitive impact of running.
Hair: Because she trains daily—and sometimes twice a day—Batiste Dry Shampoo helps McColgan avoid washing her hair after every session.
Best beauty hack: "I love wearing Mylee Gel Nail Wraps on race day. I collaborated with them to create my own tartan design - I love having a bit of home with me wherever I am in the world."
Chantelle Cameron - Professional Boxer
(Image credit: Maire Claire)
Professional boxer Chantelle Cameron is one of Britain’s most accomplished fighters, having made history as the undisputed super-lightweight world champion and successfully defending her titles on the global stage. A demanding training schedule means her beauty routine has to work just as hard as she does. So, what's in her kit?
Makeup: Cameron uses Maybelline Grippy Serum primer beneath Max Factor Facefinity foundation. “It keeps my make-up in place even through long days and plenty of movement,” she says, adding that she prefers a natural finish that “lasts all day without feeling heavy” or clogging her pores.
Skincare: Her biggest non-negotiable is Garnier Ambre Solaire Super UV Over Makeup Mist SPF50+. “Whether I’m training outdoors or travelling for fights, SPF is non-negotiable,” she says. She particularly rates the lightweight texture and the fact it “doesn’t sting my eyes when I sweat”.
Hair: Cameron uses Batiste dry shampoo to refresh her roots between training sessions.
Best beauty hack: "One of the biggest lessons I've learnt is that great skin starts with preparation, not covering things up. If your skin is well hydrated and you've applied your skincare in thin, well-absorbed layers, before using primer, your make-up will hold up much better under heat and sweat than if you pile on extra products."
Make-up: Procter begins with bareMinerals tinted moisturiser and Clinique powder, avoiding anything heavy that might feel uncomfortable while racing. Her “absolute holy grail” is Benefit BADgal BANG! Waterproof Mascara. “I’ve been using it for years and it does not budge,” she says. Benefit High Beam adds a bright, luminous finish, while a touch of hair glitter helps her “smile and sparkle” on the competition floor.
Hair: got2b Glued Hairspray keeps Procter’s favourite race-day hairstyle firmly in place. She says the hold can last for two or even three consecutive competition days when needed.
Best beauty tip: "Invest in a genuinely waterproof mascara," she says. Procter is frequently asked how hers stays intact throughout competition, and her answer is always Benefit BADgal BANG!: “It absolutely doesn’t move.”
Molly Caudery, Team GB pole vaulter
(Image credit: Marie Claire)
Team GB pole vaulter and Red Bull athlete Molly Caudery is used to competitions lasting more than four hours. The two-time world indoor champion and British record-holder treats her full competition-day make-up as part of her preparation, subscribing firmly to the idea that when she looks good, she feels good.
Make-up: Caudery’s trusted trio is Armani Luminous Silk Foundation, Charlotte Tilbury Airbrush Flawless Finish Powder and Charlotte Tilbury Airbrush Flawless Setting Spray. “I can be wearing my make-up for 12-plus hours, sweating all day, and still feel like it looks just as good at the end of the night,” she says. She applies the setting spray both before and after her make-up, and subtly coordinates her eyeshadow and hairbands with her competition kit.
Skincare: SPF50 is her everyday non-negotiable and always sits beneath her make-up. Afterwards, Caudery double-cleanses with CeraVe Foaming Cleanser to remove every trace of make-up, sweat and sunscreen, before applying a Dermalogica moisturiser morning and night.
Best beauty hack: Caudery layers setting spray between stages of her make-up rather than reserving it for the end. She also recommends blending foundation for far longer than feels necessary: “Even when you think it’s fully blended, keep blending.”
Jazmin Sawyers - Team GB long jumper
(Image credit: Marie Claire)
Two-time Olympian Jazmin Sawyers is one of Britain’s most accomplished long jumpers. She won European Championship silver in 2016 before claiming her first major senior title at the 2023 European Indoor Championships, where she produced a British-record seven-metre jump to take gold. For an athlete whose competition days involve speed, sweat, and sunshine, getting ready is more than cosmetic. Sawyers calls it “the warm-up for the warm-up”, a carefully timed ritual involving music, make-up and a pre-competition double espresso.
Skincare:Supergoop! Unseen Sunscreen is her active-day SPF of choice because of its weightless texture, while Olay Regenerist Whip and Pat McGrath Divine Skin: Rose 001 The Essence prep her complexion. After training, she double-cleanses with CeraVe Hydrating Foaming Oil Cleanser and Hydrating Cleanser, before applying La Roche-Posay Cicaplast Baume when her skin needs extra support.
Hair: Sawyers uses KeraCare Styling Wax Stick to smooth ponytails, buns and edges. After years of colouring and restyling her curls, she now relies on Fenty Hair The Comeback Kid Bond Builder, which she credits with helping her retain length and achieve healthier curls.
Best beauty hack: "The Pat McGrath Divine Skin Rose 001 Essense is my unexpected champion. With or without makeup, you only need a few drops, so it lasts for an eternity, but it somehow always keeps me on the right side of the glowy vs sweaty line, and even at full exertion my skin looks great when I’m wearing this!"
Sadia Kabeya MBE - England Rugby Union Player
(Image credit: Marie Claire)
England flanker Sadia Kabeya MBE has established herself as one of the leading players in women’s rugby. Still only in her early twenties, she has already won four Six Nations titles, represented England at two World Cups and played an important role in the Red Roses’ victorious 2025 campaign. On match day, her beauty routine is similarly performance-focused.
Best beauty hack: "The best beauty hack I’ve learnt as a girl with curly hair is to wear my satin lined scrum cap by Gilbert, to keep my hair protected, neat and moisturised during a rugby game. Saves me and hassle later!"
The Athlete-Approved Rules of Long-Wear Beauty Products We're Taking Note Of
1. SPF is the most important
It is no surprise that SPF emerged as a non-negotiable for so many of the athletes. When training outdoors for hours, sun protection matters, but so does finding a formula that remains comfortable once heat and sweat enter the equation.
“Daily SPF is non-negotiable, but texture matters,” says MUA Chaliya. “Lightweight mineral or hybrid formulas often sit beautifully under make-up because they absorb excess shine and are less likely to feel heavy in hot weather.”
Dr Memee Ahmad of SkinCouture Clinic also emphasises the importance of choosing the right products. She recommends layering lightweight hydration underneath SPF, explaining that “heat and sweat increase water loss through the day”, and that keeping skin balanced can help sunscreen sit more comfortably and perform better during exercise. Noted.
Amazon
Garnier Ambre Solaire Sun Cream Spray
This SPF came out on top with the athletes. Why? It’s lightweight, non-greasy and won’t disturb make-up, making it easy to mist on before heading outside or reapply during a long day. The invisible SPF50+ formula also contains hyaluronic acid to help skin stay hydrated.
Dr Memee approves the formula too. "Heat and sweat increase water loss through the day. Pairing SPF and antioxidants with a lightweight hyaluronic acid layer is what actually keeps skin protected and comfortable," she says.
2. A setting spray is non-negotiable
Setting spray emerged as another competition-day essential, with several athletes relying on it to keep makeup intact through heat, sweat and long hours. “A good setting spray isn’t just for weddings or special occasions,” says Chaliya. “If you’re commuting, travelling or spending time outdoors, it can significantly extend the wear of your makeup.” Rather than simply sealing everything beneath a rigid layer, she explains, it helps “all the layers work together”.
Application still matters, however: Chaliya recommends a hydrated base and thin layers, as “lighter layers almost always outperform heavy coverage” when temperatures rise.
LookFantastic
Urban Decay All Nighter Setting Spray Glow
This was Holly Aitchison’s match-day favourite - and it’s easy to see why. The lightweight mist is sweatproof, waterproof and transfer-resistant, helping make-up stay put without leaving skin feeling stiff. It also delivers a fresh, glowy finish, ideal for dry skin or anyone who finds traditional setting sprays too matte.
3. Waterproof and tubing formulas last longer
It makes sense that waterproof mascara, eyeliner and strong-hold brow products appeared repeatedly in the athletes’ competition kits. These formulas are designed to cope with the moisture that causes traditional make-up to smudge, flake or run. “Waterproof mascara and eyeliner are always worth choosing, as they’ll withstand heat, humidity and perspiration far better than regular formulas,” adds MUA and Waldor Clinic manager Hedi Rad.
Tubing mascara works slightly differently, but still worth adding to your makeup kit if you're particularly active. “Tubing mascaras wrap each lash in tiny water-resistant polymers rather than relying on waxes alone,” explains MUA artist Chaliya, helping them resist sweat and watery eyes while still removing easily with warm water.
Amazon
UKLASH Tubing Mascara
Tubing mascara was another athlete-approved win. UKLASH’s formula wraps each lash in tiny water-resistant tubes, helping it resist sweat, humidity and smudging without the heaviness of traditional waterproof mascara. The best part? It removes easily with warm water, so there’s no need for aggressive rubbing.
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