The intersection of running and beauty culture has accelerated sharply, transforming marathons and half-marathons into spaces where elaborate hair and makeup routines rival traditional athletic preparation.
For many participants, race day glam offers a psychological advantage and a deep sense of community. Stephanie Simpson, a 41-year-old runner based in New York City, coordinates her outfits with her sneakers and gets her hair braided for every marathon, noting that the ritual elevates the event from a standard training slog to a significant celebration. According to sport psychologist Erin Ayala, PhD, founder of Skadi Sport Psychology, pre-race rituals help manage jitters and improve mindset, aligning with sports psychology concepts like “enclothed cognition”—the idea that what an individual wears influences their psychological state and performance.
How Beauty Brands Capitalized on the Running Boom
The visibility of race day beauty routines coincides with a massive surge in race participation, where women make up roughly half of all participants. Lucy Atkinson, PhD, an associate professor of marketing and public relations at the University of Texas at Austin, states that advertisers are capitalizing on this demographic momentum and high purchasing power. Major beauty brands have secured official partnerships with high-profile endurance events. In 2024, Maybelline became the first-ever cosmetics sponsor of the New York City Marathon, following up by hosting the Maybelline Women’s Half in Central Park and sponsoring athletes to race wearing bold lipstick shades. Similarly, Supergoop! served as the premier beauty sponsor of the Every Woman’s Marathon, while Olay and Neutrogena have endorsed elite track and field athletes such as Sha’Carri Richardson and Sydney McLaughlin-Levrone.
While some athletes embrace free product giveaways and the fun of self-expression, industry observers note complex trade-offs. Kelly Roberts, an RRCA-certified run coach and founder of the Badass Lady Gang Running community, points out the tension of commercialized athletic spaces. According to Roberts, while it is exhausting to see everyday spaces commodified by advertising, brands step in because local and national governments fail to fund community events and races adequately.
Navigating Social Media Pressure and the Comparison Trap
The trend is heavily amplified by content creators on social media, creating both inspiration and unexpected pressures for everyday runners. Yvonne Armenta, a 30-year-old runner from San Diego, notes that the influx of aesthetic running content sometimes breeds a feeling of needing to perform for the camera rather than focusing purely on comfort and personal capability. Mariah Wellman, PhD, a wellness and social media researcher and assistant professor at Michigan State University, explains that digital platforms offer runners a way to commercialize their hobbies, ensuring the trend will remain prominent.
Runners and experts emphasize that personal autonomy remains the core takeaway. While getting glammed up empowers some athletes, others prefer a simple T-shirt and shorts. According to Roberts, the objective is personal choice rather than adherence to a new set of rigid standards. True confidence on the course stems from individual training, logged miles, and wearing what makes each runner feel comfortable.
Key Takeaways for Race Day Success
- Focus on Autonomy: Whether choosing full glam or zero makeup, runners should prioritize personal comfort and authentic self-expression above societal expectations.
- Leverage Pre-Race Routines: Establishing a consistent warm-up, playlist, or dressing ritual helps reduce anxiety and primes the mind for athletic performance.
- Avoid the Comparison Trap: Curating social media feeds and setting boundaries helps runners measure success by personal training milestones rather than digital highlight reels.
- Set Non-Time Goals: Focusing on course experiences, high-fives, or mental resilience provides motivation that transcends the numbers on a GPS watch.
Frequently Asked Questions
What is glam running?
Glam running is a growing trend where participants wear elaborate hair styles, makeup, matching athletic apparel, and accessories like glitter or ribbons during races.
Do beauty brands sponsor major marathons?
Yes. Major cosmetics and skincare brands, including Maybelline and Supergoop!, have secured official sponsorships for large-scale races like the New York City Marathon and the Every Woman’s Marathon.
Does wearing makeup affect athletic performance?
While makeup itself does not physically alter speed, sports psychologists note that feeling confident in one’s appearance can positively influence mindset, motivation, and sport confidence through concepts like enclothed cognition.