The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?

Social media, self-care, and flexible working mean that women often want to look their best before, during, and after a workout. With a rise in athleisure, big brand make-up ranges such as Puma x Maybelline’s collaboration are coming on the market, but what do women really want from active beauty?

Between underwired push-up bras and thongs, comfort was once a lowly consideration when it came to women’s underwear. But there has been a change in priorities since the 2000s, with Sloggi offering bras and pants that aim to make wearers feel at ease whether they’re at work or the gym.

There are over two million Instagram posts tagged with #gymselfie, and while the rise of athleisure has made it easy to look stylish when working out, many women also want to put their best face on. Pretty Athletic caters to this demand with skin care products specially made for fitness fans.