Beaut-camp beauty: Mama Mio appeals to Body Temples fans

One example is Mio, the new premium high-intensity bodycare line launched by UK skincare brand Mama Mio, aimed at sporty, time-poor Millennials. The range, presented at Cosmoprof Worldwide Bologna 2014, features products including Workout Wonder, The Activist and Liquid Yoga, and features the tag line Strong is the New Skinny. The line is synonymous with the empowered sentiment outlined in Athena Woman’s Femthlete thread.

The packaging – which is a world away from traditional sports skincare products – is brightly coloured, yet understated and clean. The brand has collaborated with hip gym brand Psycle to promote the range.

‘Today’s young women don’t have time for multiple product collections. These products mean they can optimise their workouts, and go,’ Mama Mio co-founder Sian Sutherland tells LS:N Global.

Look out for more coverage from Cosmoprof 2014 in our Shows section.