Primark introduces new ‘Performance Beauty’ range

Primark has launched Performance Beauty, a new skincare range designed to "support movement before, during and after workouts".

The launch includes SPF and recovery-focused skincare, arriving alongside the retailer's largest activewear collection for fashion to date, which features more than 240 pieces.

Now available in stores and via click and collect across the UK, prices start from £2.50 for accessories and £4.50 for activewear. The collection is designed for "real people with real budgets", offering practical options without the premium price tag.

To bring the range to life in-store, Primark is continuing the rollout of its dedicated Performance areas in 72 locations nationwide.

Steve Lawton, Chief Product Officer at Primark, said: “Our biggest and innovative activewear launch to date, this is truly what Primark does best. Just like we’ve done for decades with fashion, we’re democratising activewear by bringing the very best innovation and fabrication but pricing no-one out.

“Primark is built on the belief that you shouldn’t have to spend more to look and feel good – and activewear, which millions of our customers wear every day, is the perfect example.

“With this collection, we’ve combined great style with the latest innovative fabric technology and made it possible at Primark prices. From the fit and feel to the colours and performance, these pieces stand up against options costing many times more. Whether you’re heading to the gym, the high street or just moving through everyday life, this range is for everyone, and every budget, however they choose to move.”

The launch is supported by a global marketing campaign built around the tagline ‘Every Move Counts’, celebrating the joy of everyday movement. Fronted by Rita Ora and UK musician and entrepreneur Krept, the campaign highlights both high-performance training wear and laid-back lifestyle looks.