Race-Day Glam Trend Grows in Running, Sparking Confidence
A growing trend of runners wearing elaborate makeup and coordinated outfits on race day is fueled by social media and beauty brand sponsorships.
A 13.1- or 26.2-mile run is increasingly becoming a venue for full glam, with elaborate hair and makeup routines now a common sight at starting lines. This trend, amplified by social media and beauty brand sponsorships, is changing the face of running.
Jenna Freitas, a 32-year-old runner from Austin, Texas, says social media played a key role. "Before RunTok, I don't think race day glam was nearly as much of a conversation," she says. The trend is visible offline too, with hair-braiding stations at expos and beauty giveaways at finish lines.
Why Runners Embrace the Glam
For many, the effort is about making a significant day feel special. Stephanie Simpson, 41, of New York City, coordinates her outfit with her sneakers and gets her hair braided for every marathon. "On a regular training run, I'm throwing on whatever's in my drawer," she says. "But race day is something special. Also, you paid for it, so why not make it special?"
Simpson believes her appearance directly impacts her performance. "What I'm wearing affects how I feel about myself, and how I feel about myself affects the way I perform," she says. The trend also build community, with matching hair ribbons or outfits helping runners spot friends in a crowd.
How Beauty Brands Are Capitalizing
The running boom and women's significant participation have drawn beauty brands into the sport. Marketing professor Lucy Atkinson notes advertisers are trying to capitalize on this momentum. Major events now feature beauty sponsors, creating a stronger link between the industries.
| Brand | Sponsorship Activity |
|---|---|
| Maybelline | First cosmetics sponsor of the NYC Marathon (2024); hosts the Maybelline Women's Half. |
| Supergoop! | Premier beauty sponsor of the Every Woman’s Marathon. |
| Olay | Endorses sprinter Sha'Carri Richardson. |
| Neutrogena | Sponsors Sydney McLaughlin-Levrone; collaborated with USA Track & Field for Paris 2024 Olympics. |
| Fazit | Its glitter freckles are a race-day staple; collaborates with runners on social media. |
Run coach Kelly Roberts acknowledges the commodification but sees a silver lining. "Until our country funds community events and races properly, seeing more women-centered brands advertising is inevitable," she says, adding, "I'm finding the silver lining and taking the free products."
The Pressure and Personal Choice
Not every runner embraces the trend. Yvonne Armenta, 30, of San Diego, prioritizes comfort over aesthetics. "My personal preference is comfort on my runs," she says, describing mismatched outfits and no makeup. For her, reducing barriers is key to simply getting out the door.
Even participants like Jenna Freitas feel the pressure. "As women, we already deal with so much pressure and unrealistic beauty standards in everyday life, and that pressure can creep into the running community, too," she says. She continues for the confidence boost but finds the comparison trap unavoidable.
The Performance Psychology
Sport psychologist Erin Ayala says a pre-race routine, which can include getting dressed up, is consistently linked to stronger performance. The concept of "enclothed cognition" suggests clothing can influence psychological processes. For some, glitter or a coordinated outfit serves as a ritual that boosts mindset and helps appreciate their body.
The report concludes that neither a glam nor a simple approach is superior. What matters is participating. The trend, fueled by social media creators and brand investment, shows no signs of slowing, leaving individual runners to handle its personal costs and benefits.
