Race Day Glam: How Makeup and Self-Expression are Redefining the Running Experience

The starting line of major marathons and half-marathons is increasingly resembling a vibrant runway, with participants sporting elaborate makeup, coordinated outfits, and festive accessories. This burgeoning trend, often dubbed "race day glam," signifies a notable shift in how many women approach athletic events, blending personal style and self-expression with the physical demands of distance running. Once considered solely a domain for utilitarian gear and minimal fuss, race day is now a canvas for creativity, fueled by social media influence and a desire for empowerment.

The phenomenon has gained significant traction, particularly within online communities like TikTok’s #RunTok, where users share detailed routines of their pre-race beauty preparations. Jenna Freitas, a 32-year-old runner from Austin, Texas, notes that social media has been a catalyst for this trend. "Before RunTok, I don’t think race day glam was nearly as much of a conversation," she states. Online platforms are now replete with content showcasing everything from intricate makeup tutorials and outfit inspiration to creative hairstyling techniques tailored for endurance events. Beyond digital inspiration, pre-race expos often feature hair-braiding stations, and some races even include beauty giveaways, underscoring the growing connection between the beauty industry and the running community.

Stephanie Simpson, 41, a New York City resident, exemplifies this trend by meticulously coordinating her running attire with her sneakers and ensuring her hair is always braided for every marathon she participates in. For Simpson, this ritual elevates the significance of race day. "On a regular training run, I’m throwing on whatever’s in my drawer, going out there and slogging through the workout," she explains. "But race day is something special. Also, you paid for it, so why not make it special?" Her dedication to race day aesthetics extends to her choice of apparel and accessories, often featuring brands like Crowned Athletics for her running sets and Princess Pixie Dust for added sparkle. This deliberate approach to race day attire is not merely superficial; for many, it translates into a tangible boost in mental and physical confidence. "What I’m wearing affects how I feel about myself, and how I feel about myself affects the way I perform," Simpson asserts.

The camaraderie fostered by these shared aesthetic choices also plays a crucial role. Simpson often coordinates her hair ribbons with her run club members, facilitating easy identification and a sense of belonging on the course. "Little things like that bring you together and remind you that even if you’re running on your own, you’re not alone," she shares. This sentiment is echoed by Freitas, who ran the New York City Marathon in 2025 with her twin sister, Kelly. "If you’ve spent months training with a running buddy, wearing matching outfits on race day makes the experience feel even more special," she says. "It becomes part of the celebration of all the hard work you’ve put in together."

The Evolving Landscape: Brands Embrace Race Day Glam

The increasing prominence of race day glam has not gone unnoticed by the beauty industry. Recognizing the substantial market of female runners, major beauty brands are actively engaging with the running community. Lucy Atkinson, PhD, an associate professor of marketing and PR at the University of Texas at Austin, notes that this integration is a strategic response to the "running boom" and the significant purchasing power of women, who constitute approximately half of all race participants.

This commercial engagement is evident in brand sponsorships of major running events. Maybelline made history as the first-ever cosmetics sponsor of the New York City Marathon in 2024, followed by hosting the Maybelline Women’s Half in Central Park. The brand has also featured athletes running in their signature Super Stay lipstick colors. Similarly, skincare brand Supergoop! served as the premier beauty sponsor for the Every Woman’s Marathon last fall. These partnerships underscore a deliberate effort to align beauty products with athletic endeavors.

As Atkinson observes, "Just as beauty brands have been advertised to women in pretty much every other area of their life, beauty is infiltrating the running boom too." This strategic marketing approach not only provides crucial financial support for races, which often rely on sponsorships to operate, but also offers tangible benefits to participants, such as free product samples.

Kelly Roberts, an RRCA-certified run coach and founder of the Badass Lady Gang Running community, acknowledges the pervasive nature of advertising but finds the silver lining in the increased presence of women-centered brands. "While it’s exhausting that our every waking moment gets commodified by advertising in America, until our country funds community events and races properly, seeing more women-centered brands advertising is inevitable since women form the majority at running events," she states. She further adds, "I’m finding the silver lining and taking the free products. Bring on the free LashBlast mascaras."

The influence extends to elite athletes as well. Olay endorses track star Sha’Carri Richardson, known for her vibrant race day makeup, while Neutrogena sponsors hurdler Sydney McLaughlin-Levrone. Fazit glitter freckles have also become a popular race day staple, with the brand frequently collaborating with runners on social media. Mariah Wellman, PhD, a researcher in wellness and social media at Michigan State University, highlights how this trend creates opportunities for content creators to monetize their passion for running, further solidifying the link between beauty, fitness, and commerce. "It’s obvious audiences are embracing it, so I don’t think the trend will be leaving anytime soon," Wellman predicts.

The "Look Good, Feel Good" Phenomenon: Empowerment or Pressure?

The rise of race day glam prompts a discussion about its underlying motivations. While many runners embrace it as a form of self-expression and empowerment, the pervasive influence of social media also raises concerns about external pressure. Yvonne Armenta, 30, from San Diego, prioritizes comfort and simplicity in her running, often opting for mismatched outfits and no makeup. "My personal preference is comfort on my runs, and usually that looks like pink shorts, a purple top, blue running vest, black shoes and a dark blue hat, with no makeup," she explains. For Armenta, the focus is on removing barriers to exercise, as the act of getting ready itself can sometimes be a deterrent. "Sometimes, getting out the door takes so long that putting more thought or preparation into the process lengthens the time between thinking about going for a run and actually starting it," she notes.

Despite her preference for simplicity, Armenta admits that social media pressure can still surface. "With the increase of running content being shared, I started to feel like I needed to ‘perform’ for the cameras," she confesses. While she values documenting her running journey, she acknowledges moments of feeling obligated to present a more polished appearance.

Freitas, who initially felt pressure to adopt the glam trend, eventually found personal benefit in it, stating that it boosts her confidence. However, she also recognizes the potential for this focus on appearance to become overwhelming, leading to a comparison trap. "As women, we already deal with so much pressure and unrealistic beauty standards in everyday life, and that pressure can creep into the running community too," she observes. This highlights a crucial dichotomy: the trend can simultaneously be a source of genuine self-empowerment and a manifestation of societal expectations.

The Psychology of Performance: How What We Wear Impacts How We Run

Beyond aesthetics, there’s a psychological dimension to race day preparation. Sport psychologist Erin Ayala, PhD, emphasizes that both the glam approach and the minimalist approach are valid, with the key being personal choice and the feeling it evokes. "Getting dressed up may boost your confidence and mindset, help you appreciate your body, and serve as an important piece of a pre-race routine—which is consistently linked to stronger performance in sport psychology research," Ayala explains. She herself embraces race day glitter and even painted her nails to match her bike frame for a recent cycling event.

The concept of "enclothed cognition," which suggests that clothing influences our psychological state and cognitive processes, offers a framework for understanding this phenomenon. Early research indicated that participants wearing lab coats performed better on cognitive tasks than those wearing painter’s coats, implying that the perceived identity associated with clothing can impact behavior. While the direct translation to running performance is complex, a 2025 meta-analysis broadly supports the principle that attire can influence how individuals think, feel, and act.

Crucially, research consistently links sport confidence to performance, particularly in individual sports like running. A 2022 meta-analysis of over 3,700 athletes found a positive correlation between sport confidence and performance. Furthermore, body appreciation—an admiration for one’s body’s capabilities—is also associated with greater sport confidence. Therefore, if race day glam contributes to these positive psychological states, it can indirectly enhance an athlete’s performance.

Ayala stresses the importance of autonomy: "Running is a fun sport because there are so many different looks and aesthetics, but you get to decide what’s cool and how to spend your hard-earned dollars. Just wear what makes you feel good." This principle of self-determination is paramount, allowing individuals to navigate societal pressures while embracing self-expression.

Strategies for Enhancing Your Running Experience, Glam or Not

Regardless of whether one opts for elaborate race day preparations or a more streamlined approach, several strategies can enhance the running experience and performance.

• Create a Pre-Race Routine: Establishing a consistent pre-race ritual, whether it involves a beauty ritual, curating a playlist, performing a specific warm-up, or laying out gear, can help manage race day jitters and make the event feel less daunting. This routine can also include items with personal meaning, such as a bracelet from a loved one, as suggested by Ayala. Even a brief 30-minute preparation window, as described by Freitas, can be sufficient.

• Practice Mental Rehearsal: Visualization, a well-established sport psychology tool, can significantly benefit runners. Psychologists like Lauren Lowe, PsyD, guide athletes through visualizing every step of their race day, from waking up and dressing to warming up and approaching the start line. This mental rehearsal creates a sense of predictability, reduces anxiety, and reinforces confidence. It also involves mentally preparing for challenging moments, such as fatigue or "hitting the wall," and rehearsing coping mechanisms.

• Employ Constructive Self-Talk: The language individuals use with themselves plays a vital role in their performance. Replacing self-defeating thoughts like "I hope I can finish" with affirmations such as "I trained for this" can positively influence physical performance, as supported by research in the Internet Journal of Allied Health Sciences and Practice.

• Set Non-Pace-Related Goals: While finish times are often a focus in running, setting goals unrelated to pace can foster a more holistic and enjoyable experience. These could include interacting with fellow runners, aiming for a specific feeling upon crossing the finish line, or focusing on the execution of a race plan for particular segments.

• Avoid the Comparison Trap: Social media often presents a highlight reel of others’ achievements, which can lead to unhealthy comparisons. Lowe advises setting healthy boundaries with social media, curating one’s feed by muting or unfollowing accounts that induce self-doubt, and focusing on personal progress. Confidence, she notes, is built on evidence of past efforts and accomplishments.

• Remember Your "Why": Connecting with the intrinsic reasons for running—whether it’s personal growth, community, or pushing one’s limits—can provide motivation during challenging miles. This deeper purpose can make the physical exertion more meaningful.

Ultimately, the most impactful aspect of race day, whether adorned with glitter or not, is the individual’s experience and how they choose to show up. As Roberts aptly summarizes, "At the end of the day, running should be about how you feel—not how you look. Whether you’re in a matching set or the comfy T-shirt you’ve had forever, what matters is that you show up and run your race." The essence of running, in its myriad forms, lies in personal fulfillment and the empowering journey of self-discovery.