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22 Korean Beauty Products Under $15 That'll Earn A Permanent Place In Your Routine

22 Korean Beauty Products Under $15 That'll Earn A Permanent Place In Your Routine

Buzz Feed12 hours ago

A waterproof mascara reviewers have hailed as a holy grail if you have short, straight eyelashes that don't seem to hold a curl. The slender, curved wand makes sure that even those sneaky, barely-there lashes get the attention they deserve — and if you already have some length to work with, this mascara gives you that extra oomph.
A buildable Missha tinted BB cream that's a primer, foundation, concealer, AND sunscreen (with SPF 42 and PA+++)! It also offers some seriously hydrating skincare magic thanks to the hyaluronic acid and ceramides. If you're someone who wants to skip out on having a million different bottles on your vanity and simplify your beauty routine, this is THE one-and-done face product.
A pair of moisturizing booties to intensely hydrate and repair your dry, rough, cracked feet. If you don't want to deal with those foot peel masks that can take up to a week for the final result, give these a try — they'll make your piggies baby soft in only 30 minutes!
A clear, high-shine lip plumping gloss people on TikTok swear is like getting lip fillers without the actual needles. This formula is packed with micro-sized silica particles that work to stimulate your lips, giving them that extra oomph by boosting circulation. What does that mean for you? Fuller-looking lips with minimized fine lines!
A matte-finish liquid blush enriched with vitamin C and equipped with a built-in sponge applicator. Reviewers say it's super pigmented with excellent blendability, and it also applies well using a finger or brush (if you don't want to use the sponge). It has buildable coverage, so you can go as natural or as bold as you want without looking cakey.
A loose translucent setting powder that works so well to mattify greasy skin and control midday shine, you can finally stop buying those blotting sheets you run through on the daily. This lightweight powder will ensure your makeup stays put all day!
A nourishing lip butter made with manuka honey. It's so deeply hydrating, it's basically a lip mask in disguise — your lips will stay hydrated and luscious for 12 hours straight! It has a special air-fit, dial-turning container so you can dispense the exact amount of product that you need, keeping things hygienic while also protecting the efficacy of the active ingredients.
And a hydrating lipstick (also containing manuka honey) that melts down into a gloss once applied?!? Korea is really living in 2035. 🤯 This divine lippie has just the right amount of sheer tint and leaves that perfect glassy look. Reviewers have been comparing it to Tarte Juicy Maracuja and YSL Candy Glaze!
A super rich hair serum ready to give your locks the intense hydration and nourishment they've probably been craving. This dreamy concoction is derived from seven incredible oils: argan, olive, coconut, apricot, marula, jojoba, and camellia. Reviewers say it's perfect for dealing with tangles or split-ends, and they absolutely love the fruity floral scent!
A Nooni tinted appleberry lip oil if you ever wanted a lip product that's not too sticky or thick but still gives a subtle pop of color. Not only does this oil give you a beautiful tint, but it's also nourishing for dry, flaky lips.
An ethereal liquid eyeshadow glitter so that every time you step in direct light, your eyes do that magical sparkle. It dries super fast, so you won't be stuck waiting around, afraid to blink in case of smudging. You can totally rock it solo for some subtle shimmer or layer it over your other eye makeup when you're feeling extra. ✨
A light, silky Touch in Sol No Poreblem primer to create a base for your makeup that's satisfyingly smooth. If flaky patches and dryness are always ruining your look, this super hydrating primer will save the day; plus, it's great at minimizing the appearance of spots, blemishes, and pores. If that's not enough, the proof is in the orange — I mean the one below!
And a tube of Elizabeth Mott Thank Me Later eye primer capable of enhancing the pigment of your eyeshadow, giving it that ✨ pop ✨ you crave. It also helps control oil on your lids to make your makeup last all day.
Mixsoon Bean Essence that hydrates and exfoliates your skin at the same dang time. 🤯 This thick (but not sticky) essence contains natural ingredients like fermented bean, barley, and pomegranate to remove dead skin cells and revitalize skin tone.
A deep cleansing foam with the power to dive deep into your pores, gently whisking away gunk and removing dead skin cells. Heartleaf extract is the magic ingredient here, and it's all about calming things down, reducing inflammation, and keeping your skin feeling soothed and pampered long after you've rinsed off.
A cute little Tonymoly octopus-shaped blackhead remover that can help rid your nose and chin of all the gunk that's built up throughout the day and exfoliate pores, making your skin look smoother and cleaner.
A bottle of Elizavecca Hair Treatment because less time spent on your hair = more time to focus on other stuff, like job responsibilities and staying on top of your social calendar. It instantly smoothes and detangles, and you'll notice way less frizz, giving you that sleek, polished look with minimal effort. Think Olaplex (without the $$$).
Rael Beauty's Miracle Patch, which is designed to draw out the gunk from your pimples while creating a protective shield (if you find yourself tempted to pick at them). Unlike other patches, this one has edges so thin that they practically blend in with your skin — perfect for those times when you need a little acne-fighting magic but still want to go about your day without anyone noticing.
An adorable hydrating eye stick, aka the perfect remedy for dehydrated skin. This treatment is made with Icelandic glacier water, giving your delicate under-eye skin the fresh hydration boost it needs on days when you've hit the snooze button one too many times.
A Peripera glowy lip tint that looks and feels like a juicy gloss, *but* the pigment actually sticks around for hours. Unlike some tints that leave your lips cracked and dry, this one is infused with lily and witch hazel extracts so your skin stays soft, hydrated, and oh-so-kissable.
Heyhae gel nail wraps so you can jazz up your manicure without the pricey salon visits. No need to juggle bottles of polish or buy a UV lamp — these wraps cure effortlessly in sunlight. Plus, they're designed to be easily stretchable, ensuring perfect coverage on every nail. Reviewers say it takes about 10 minutes in the sun to cure, and you can expect about a week of wear.
An Etude eyebrow pencil complete with a brow wand on the other end for easy blending. The triangle-shaped pencil contains a blend of powder, wax, and oil for long-lasting color and a natural finish that looks totally effortless. It's great for filling in sparse areas or creating a whole new shape if desired!

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These 15 Lightweight, Linen Items Are My Secret to Easy Summer Travel Outfits—and Up to 50% Off
These 15 Lightweight, Linen Items Are My Secret to Easy Summer Travel Outfits—and Up to 50% Off

Travel + Leisure

time3 hours ago

  • Travel + Leisure

These 15 Lightweight, Linen Items Are My Secret to Easy Summer Travel Outfits—and Up to 50% Off

As a travel writer, being comfortable and feeling chic are two important factors I consider when adding pieces to my wardrobe. If I'm traveling, I'm all about lightweight, flowy linen items that are easy to pack, but also look great as I'm wandering around new destinations; I've already been island-hopping in Greece, made my way around parts of Lake Como, and ate my way through Ireland—all while happily wearing comfortable lightweight clothing that can easily be steamed or hung up near a hot shower and instantly ready to go right out of my suitcase. With summer travel in full swing (and my itinerary showing no signs of slowing down), I'm making sure to stock up on all things lightweight and linen. Luckily, Amazon has tons of breezy linen summer clothes on sale now, perfect for kicking off (or continuing!) your summer adventures. To help, I've listed the 15 pieces of clothing currently in my Amazon cart below, with deals of up to 50 percent off. These drawstring pants are loose and cropped at just the right length to wear throughout the summer. I love the paper bag-style waist that adds a fun, stylish detail to these otherwise sleek and simple pants. Available in 14 colors and prints, these versatile pants also have pockets for added convenience. Many shoppers agree that they are 'lightweight' and even 'super flattering,' which is all we need in a great pair of summer travel pants. Plus, they're currently on sale for just $30. This Anrabess dress popped up on my TikTok feed a few times before I finally caved and bought it, but I'm so glad I did. I love how stylish the straight neckline and tie-up ribbon straps are, plus the fact that it's the perfect ankle length, so I can wear it with a variety of shoes. Available in a whopping 23 different colors, it's easy to grab your favorite hue or to branch out and snag something out of the ordinary for your closet. And although not made of linen, the viscose fabric is lightweight and comfortable, perfect for summer travel. This casual short-sleeve shirt is made using a mix of linen and rayon that's both breezy and quick-drying, ideal for those travel days when you can't help but get sweaty. Fitting true to size, it's soft, lightweight, and easy to iron or steam. On sale and available in 28 colors and prints, it's one of those shirts that will immediately find its way into your suitcase because of its versatile nature and serious comfort level. No outfit is quite as easy or chic to throw on as your favorite jumpsuit—and they pack well, too. This one features a linen and viscose blend, which means the fabric will be lightweight and comfortable, perfect for throwing on with comfy sneakers for sightseeing or pairing with jewelry and heels for a night out. With cute details like tie straps and hemmed legs, this Anrabess jumpsuit may quickly become one of your favorite travel outfits. I need it in black to have an easy neutral option, but because it's on sale, I might have to grab it in a fun statement color (like this watermelon hue) as well. My love of matching sets and the collection I've amassed is a secret to no one, but I'm always on the lookout for more. This linen option is extra versatile because of its long-sleeved button-up top paired with comfy shorts, perfect for wearing as a set or individually. Toss the long-sleeve over your top when it gets chilly at night, pair the shorts with a short-sleeve when it's blisteringly hot out, or wear them together as a cover-up for your next beach day. Looking for a button-down that's anything but ordinary? This classic version from Zeagoo is a great way to add extra flair to your outfit. I love how easy it is to mix and match with the other items in my closet, plus how much more fun it makes jean shorts and a basic tank top. It's also made of 100 percent cotton, so you can buy it knowing that it will be soft and breezy, too. The fact that it's on sale doesn't hurt, either! While browsing Amazon, this tank top and matching pant set caught my eye. It's cute and functional, and currently on sale, making it a steal at just $40 for two pieces. Numerous shoppers found that this set kept them comfortable on hot days because of the lightweight linen and rayon blend fabric. Shorter people also liked the ankle length of the pants so that they didn't look too long on them. And, you can easily wear either piece separately to get more out of your packed clothes. Whether you'll be strolling along the beach or exploring the streets of a new city this summer, this flowy maxi skirt will keep you cool and comfortable. In fact, one shopper said the fabric has "great flow" and is "light and airy." That's exactly what I'm looking for in a lightweight summer skirt. Plus, it has pockets! The ruffled tiers add a pop of style and can pair easily with everything from sneakers to heels. Summer equals beach adventures, which means that I'm stocking up on easy-breezy bathing suit cover-ups for boat hangs, lounging by the pool, and walks along the sand. This particular one caught my eye because you can tie it in several different ways, making it a multi-use piece of clothing (which is a huge bonus when you're a devoted carry-on packer like I am). Available in a handful of colors, I love that it has flowy long sleeves for extra sun protection while still keeping you cool. This flattering halter maxi dress is loose and lightweight, perfect for hot summer days. Wear it for an easy day-to-night look, because you can pair it with sneakers or comfortable sandals for daytime wear or a pair of heels for hitting the town. With 19 different colors and prints to choose from, you'll find an option that best suits your style—plus, at this low price of $30, you might even be able to add two to your cart. Shoppers love that the length is just at ankle height, making it a good option for shorter people, too. A pair of easy-to-throw-on linen shorts is crucial to a solid summer wardrobe. Made with a cotton and linen blend, this Amazon-loved pair is guaranteed to feel soft and light, even when it's swelteringly hot outside. Many shoppers note that these shorts wash well, and they've been a perfect vacation staple for those headed to the beach. Available in many colors and patterns, they are casual and comfortable, but still make you look like you put in some effort while picking out your outfit. During spring and summer (and honestly, all year in my opinion), tiered skirts are the way to go with their flowy, breezy design. This Lyrur maxi skirt is simple, fun, and an easy way to add some pizazz to your vacation looks. Available in so many bright colors and prints, the elastic waistband allows it to fit as high or low on your body as you'd like, while the A-line design provides maximum flow and movement. Crop tops, lacy camis, and bandeau tops would all work well paired with it. Light, breathable, and fashionable, these linen palazzo pants are just what you need for easy day-to-night outfits on your next trip. With a stylish wide leg, you can keep them casual with the included corded waistband or dress them up with your favorite belt. Pick up a pair in one of the many neutrals available, or opt for a more exciting color like the stunning peacock blue. Plus, you can get these pants for up to 50 percent off, making them as little as $17 in select colors. This loose-fit jumpsuit is breathable and can work in nearly any situation: over a bathing suit for a cute boat day look, with a pair of heels and statement jewelry for dinner, or with a T-shirt and sneakers for a walking tour of whatever city you land in next. Available in nine colors, you can certainly find the right hue for your wardrobe. Plus, the adjustable straps allow you to get the right fit, and the soft linen-blend fabric will keep you cool and comfortable in the hot summer months. Get it for just $20 while it's on sale for summer. One of the most important closet staples is a classic linen button-down shirt. Great to wear unbuttoned as a beach cover-up or buttoned as a stylish shirt on its own, a linen button-down is always a good idea to include in your suitcase. You can buy this striped Amazon-favorite one on sale for just $26 (keep in mind that the sale price varies based on the size and color). Shoppers found this shirt to be made of good quality material and comfortable enough to wear on hot summer days. Love a great deal? Sign up for our T+L Recommends newsletter and we'll send you our favorite travel products each week.

Prep in your step: 10 perfect pieces for an effortless summer wardrobe
Prep in your step: 10 perfect pieces for an effortless summer wardrobe

New York Post

time3 hours ago

  • New York Post

Prep in your step: 10 perfect pieces for an effortless summer wardrobe

New York Post may be compensated and/or receive an affiliate commission if you click or buy through our links. Featured pricing is subject to change. Once reserved for Ivy League legacies and summers on the Vineyard, preppy style has taken a fresh turn. For Gen Z (and the fashion-savvy among us), it's no longer just polos and pleated skirts — it's playful, pastel, and TikTok-approved. Think: tennis-core meets coquette-core with a side of vintage Ralph. At its roots, preppy fashion still channels that polished, East Coast ease — crisp collars, tailored shorts, and breezy button-downs that whispers old money energy. But in 2025, it's less about old rules and more about reimagining tradition with personality — and just the right amount of pink. So, whether you're heading to the Hamptons or just dressing like you are, we've rounded up 10 summer-perfect pieces that deliver on style, quality, and, yes, serious prep appeal. Trust me — you don't need a trust fund to dress like you have one. A crisp white button-down is the backbone of any preppy wardrobe — and this one from Old Navy is shockingly good Lightweight, tailored, and available in a rainbow of colors and patterns, it's the kind of versatile staple you'll wear on repeat. The Button-Down Shirt comes in regular, petite, and tall sizes — plus a range of fits from classic to slim — so you can style it oversized with bike shorts or tucked into a pleated mini for that ultra-clean, ultra-prep look. The white version is a best-seller (and for good reason — it nails that 'borrowed-from-my-boarding-school-boyfriend' energy), but we're also loving the playful stripes and pastel patterns for a more personality-packed twist. Oh — and it's on sale for $25. Total no-brainer. The Oaklynn Belted Mini Shirtdress from En Saison is your new summer MVP — perfect for everything from white parties to weekend wanderings Tailored yet playful, this dress features a crisp pleated skirt, chic gold buttons, and a subtle bow belt that cinches the waist just right. The clean, classic color keeps things fresh and effortlessly polished, making it equally office-appropriate or perfect for a long stroll through SoHo or the Upper East Side. It's the kind of dress that looks like you meant to dress up — but also like you didn't try too hard. Loafers are the ultimate preppy power move — and this pair from Vertundy delivers major old-money energy without the old-money price tag We all know the classic prep shoe is a clean white sneaker, but here's how you can level it up: With a sleek, low-heel silhouette and classic slip-on design, these black loafers are a wardrobe staple that can take you just about anywhere — from the office to dinner and a show, or from the Jitney straight onto a boat for happy hour. They're polished enough for a client meeting, but comfortable enough for a long city stroll (or a yacht deck, naturally). Go for the black for that timeless, East Coast boarding school vibe, or branch out with one of the other neutral or pastel shades — they pair effortlessly with every outfit on this list (and probably half the ones already in your closet). Timeless, versatile, and unapologetically prep — these are your go-to loafers for the season. For Love & Lemons always serves luxury-prep fantasy — and this flirty, feminine top fits the aesthetic and happens to be on sale With its delicate lace trim, subtle frills, and soft horizontal block stripes, this dreamy blouse feels like it was made for sipping something sparkling on a sailboat. The classic boat neckline and cap sleeves keep it polished, while a tiny bow detail seals the deal on peak preppy romance. It's equal parts Upper East Side tea party and French Riviera daydream — and yes, the price tag is as pretty as the top itself (for now). Scoop it up before it sets sail. Consider this our ode to the original prep-girl staple: the cropped pant These aren't your grandma's capris — but they are a nod to that timeless, flirty ankle moment. With a breezy, wide-leg silhouette, tailored front pockets, and a crisp cropped cut, they're made to show off your summer loafers, your favorite white sneakers, or just a touch more of that golden tan. Available in a range of inclusive fits, colors, and styles, these pants strike the perfect balance between classic and current. Dress them up with a structured blazer or down with a tucked-in tee — either way, they're the kind of elevated basic that makes your whole wardrobe feel more intentional. Chic, comfortable, and unapologetically prep — the perfect pair of jeans is always a smart investment. No preppy look is complete without the perfect carry-all — and this quilted BAGSMART tote nails the assignment. Whether you're trekking to a friend's place, catching a train out East, or just pretending your iced latte is headed to the Hamptons, this Lightweight Puffy Tote delivers on both style and practicality. With its pillowy quilting and clean silhouette, it leans into that effortless, quiet luxury look that's dominating prep-adjacent trends right now. Inside, it's all function: multiple compartments (yes, it fits a full-sized laptop), zip pockets for your essentials, and just enough room for a book, sunscreen, and an emergency sweater — aka your summer survival kit. It's polished enough to take to work, relaxed enough for weekend escapes, and totally on-theme with today's updated prep: crisp, classic, and intentionally unfussy. Of course, we couldn't leave off another lululemon gem — because sometimes, prep meets athleisure just right This dress is the ultimate summer staple: a sleek high-neck silhouette crafted from the famously buttery-soft Align fabric you already know and love. It's perfect for all your tennis whites moments — even if your only match is a brunch date. Bonus: it also comes in black for that Pilates-princess-meets-prep vibe that's both sophisticated and sporty. AND — wait for it — it's on sale. Yes, lululemon on sale. Pinch yourself. Need a little more support? No worries. The Wunder Under Smoothcover Dress offers the same luxe material in a similarly chic cut with extra hold, so you can prep up with confidence, no matter your play. Pajama sets are having a major moment — and honestly, why wouldn't you want to look put-together even while you sleep? These affordable Amazon finds are perfect for adding a little preppy polish to your nighttime routine. The lightweight, breathable fabric keeps you cool during steamy summer nights, while the matching sets give you that main character energy from the second you crawl into bed to the moment you reach for your iced coffee. With tons of patterns — think florals, gingham, animal print, and beyond — you can find the perfect vibe to match your personality (or your Pinterest board). Prep never sleeps — and now, you won't have to sacrifice style when you do either. Yes, it's hot. Yes, this trench will probably sit pretty in your closet until fall. But at 60% off? It's a no-brainer This classic, Ivy-inspired trench coat is the definition of timeless prep — crisp lines, a neutral palette, and that effortlessly polished silhouette that never goes out of style. It's the kind of piece that elevates anything you throw on underneath, from tailored trousers to tennis skirts and crewnecks. Preppy girls layer, too — and this is the piece that will carry your look seamlessly from summer storms to crisp fall mornings. Get it now, thank yourself later. You don't need old money to master timeless style. Whether you're channeling tennis-core charm or leaning into old-school East Coast polish, today's preppy style is all about mixing tradition with a twist. From bow-detailed tanks to breezy shirtdresses and yacht-ready stripes, these ten pieces prove you don't need a country club membership to master the look. So go ahead — embrace the pastels, lean into the polish, and dress like your summer itinerary includes at least one lobster roll in the Hamptons. For over 200 years, the New York Post has been America's go-to source for bold news, engaging stories, in-depth reporting, and now, insightful shopping guidance. We're not just thorough reporters – we sift through mountains of information, test and compare products, and consult experts on any topics we aren't already schooled specialists in to deliver useful, realistic product recommendations based on our extensive and hands-on analysis. Here at The Post, we're known for being brutally honest – we clearly label partnership content, and whether we receive anything from affiliate links, so you always know where we stand. We routinely update content to reflect current research and expert advice, provide context (and wit) and ensure our links work. Please note that deals can expire, and all prices are subject to change.

Can TikTok's ‘Shirtless Race' Become More than a Trend?
Can TikTok's ‘Shirtless Race' Become More than a Trend?

Business of Fashion

time4 hours ago

  • Business of Fashion

Can TikTok's ‘Shirtless Race' Become More than a Trend?

NEW YORK — For three days in May, 14,000 men and women stormed New York City's Pier 76, just west of Hudson Yards, many of them in various states of athletic undress — not to party, but certainly to sweat. They were there for what outsiders viewing from TikTok call 'the shirtless race,' and what is known to proponents as Hyrox, a strength-and-endurance fitness race that combines an eight kilometre run with eight functional workouts, including a 330-pound sled drag. Some athletes collapse from exhaustion at the finish line. The last 2024–2025 season attracted over 600,000 participants, who competed in over 80 races worldwide. (Courtesy) Yet, Hyrox has built a devoted and growing global following. Fitness influencer Eric Hinman, NFL tight end Darren Waller and actor Patrick Wilson were among those who competed during the New York event, which had a waitlist, according to Hyrox and its Swiss parent company Infront Sports & Media. The first race, held in 2017 in Hamburg, Germany, drew about 650 participants; the last 2024–2025 season attracted over 600,000, who competed in over 80 races worldwide, culminating in the World Championships in Chicago last week. By combining familiar functional movements like rowing and wall balls with running in an open-entry, festival-like marathon atmosphere, Hyrox has become the latest global fitness craze, with almost equal participation by men (52 percent) and women (48). In the past, millions of everyday gym-goers didn't have anything to work towards besides looking good and getting healthy. 'We gave them a definition [and competition] for what they were already doing,' said Moritz 'Mo' Fürste, who, along with Christian Toetzke, co-founded the company in 2017. ADVERTISEMENT Each athlete paid anywhere from $70 to over $200 to participate. While company reps declined to disclose revenue figures, Fürste shared on a Business of Sport podcast earlier this year that the average entry fee is around €130 ($150), putting its annual ticket sales revenue at roughly $90 million. They also generate revenue from event brand sponsors like Redbull, a constellation of 8,000 gyms that pay up to $150 a month to be its affiliates, spectator tickets and partnerships with brands like Puma, which sells co-branded products at the events, its stores and third-party retail partners. 'There's a real loyalty from participants to support the brands that are involved with Hyrox,' said Erin Longin, Puma's vice president of running and training. 'It's really helping us reach more consumers that way.' As the social distancing era fades, athletes are seeking community-driven fitness beyond the walls of traditional gyms. (Courtesy) Hyrox arrives at an opportune moment. As the social distancing era fades, athletes are seeking community-driven fitness beyond the walls of traditional gyms. With its stickiness and built-in social media appeal, Hyrox has the makings of a spectator sport like a marathon or a triathlon. Still, like any sport, it needs to continually find ways to keep its athletes and audiences engaged to avoid becoming another fleeting fad. Off to the Races Hyrox isn't the first strength-and-endurance race out of the blocks. In the 2010s, cultish CrossFit peaked with 415,000 participants in their 2018 Games, and rugged adventure Spartan Race saw 1.3 million participants each year at its height. But most CrossFit Games participants competed in their local affiliate gyms (called 'boxes'), and most Spartan Races were held in far-flung locations without mass-level audiences. During the pandemic, both saw declines in participation. On the surface, Hyrox follows the same formula, but with accessible twists: Athletes can compete in various division such as singles, doubles and relay teams, allowing different ability levels to take part. The format is also simpler. Unlike other races with their involved scoring systems, whoever finishes Hyrox first wins, and the standardized workouts make it a straightforward race for time. 'There is this repetitive combination of things that you have to do, which makes it stickier,' said Fürste. The challenge of completing the race is a draw, allowing participants to not only compete against one another but their own personal records. 'The endorphins you get from doing something that hard are insanely rewarding, and that sense of accomplishment is worth chasing and repeating,' added Heber Cannon, a fitness filmmaker. Hyrox also stages its events in some of the world's biggest media markets in some of the most picturesque locations — New York's Pier 76, Paris' Grand Palais and Singapore's Marina Bay Sands — where everyday athletes and professionals compete in front of packed crowds and seas of iPhones recording their every move. Fürste said the organic growth in participation coincided with the organic growth on social media too. In the past twenty months, views on Hyrox-related terms have surged 654 percent on TikTok, according to a cultural analytics firm. In the month following its first major co-branded product collection with Puma in January, Puma x Hyrox mentions generated $537,000 in media impact value, said data analytics firm Launchmetrics. ADVERTISEMENT And products from the Puma x Hyrox collection sold out within hours of the New York event opening its doors. 'We almost can't figure out the right stock levels to have at these events, because each event just keeps outdoing the last,' said Longin. Tribe Check Behind the social media hype, Hyrox's growth is driven by its 8,000 (and growing) partner gyms, which Fürste called 'the backbone of its ever-expanding global community.' He explained how Hyrox has, in some ways, solved problems for the crowded traditional gym industry, where many businesses compete for fickle consumers solely based on price and convenience. 'It's very difficult for a gym, usually, to create a strong community,' he said. Most are built for solo experiences and feel outdated in a moment where people are craving more social fitness activities, as evidenced by the rise of running clubs and climbing gyms. Even sportswear giants like Nike are noting the behavioural shift — the US company has begun to open Nike Studios, group fitness gyms designed to foster community workouts, starting with a Southern California location in 2023. Competitors run at Hyrox. (Courtesy) After the social distancing era, Magida noticed that people wanted to be connected with each other more than ever. When he launched a Hyrox program in his gym in 2021, 'it revitalised the community, and people were talking to each other, and there was culture forming because people were training with purpose,' said Magida. 'There were more high-fives and hugs than ever before.' Within two years of being a Hyrox partner, he saw a 40 percent increase in his business. Ruben Belliard, who runs The Training Lab in New York City — one of the most competitive markets for gyms — saw his membership jump up to 15 percent in the first year after partnering with Hyrox. In his 17 years in the fitness business, he's seen plenty of fitness trends come and go. 'The next evolution is going to be hybrid training like Hyrox,' he said. 'People want to be able to run fast and be strong at the same time, where, typically, in the past, it was one or the other.' For the upcoming season, which starts next month, many races — in Singapore, Sydney, London — have already sold out, often in minutes of being announced. 'I think it's still in that building phase, building awareness, building participation,' said Longin, noting the previous season's awareness wasn't as widespread. Now the company is preparing to scale further to keep up with growing demand by planning to add more cities and race days. 'The next evolution is going to be hybrid training like Hyrox,' Ruben Belliard said. (Courtesy) But long-term staying power is far from guaranteed. 'It's been proven that people will always train for marathons. People will always train for those types of things,' added Vennare. 'But Hyrox needs to make sure to keep its brand and the competition exciting and fun so that people don't get sick of it.'

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