At the same time, consumer interest has expanded beyond traditional skincare products, with more shoppers looking for solutions that fit active lifestyles. The glowbeast team said it sees this changing behavior as an opportunity to define a category that connects skincare with exercise recovery, wellness and everyday performance. According to the glowbeast team , the idea for active beauty grew from observing a gap in the skincare market. “We believe skincare deserves a place in that conversation because active skin experiences different conditions than skin at rest. The company believes active beauty represents part of a broader movement in which the boundaries between beauty, health and wellness continue to overlap.