Femininity and fitness are increasingly regular bedfellows. From gym classes where heels are compulsory to Victoria’s Secret workout garb, feeling sexy while you sweat has never been easier. Sweat Cosmetics is a make-up line for women who want to wear make-up while they keep fit, too.

Women's fitness and wellness is an increasingly sexualised industry, characterised by an obsession with an enhanced physical appearance. But how do real women feel about the sexualisation of wellness? Could the allure of feeling sexy encourage more women to work out?

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

There’s nothing worse than going for a run (or just running for a bus) and feeling your make-up slipping down your face as you start to perspire. But an increasing number of make-up ranges are making anti-sweat claims. Is this the solution that women with an active lifestyle have been waiting for?