Performance beauty has officially entered a new era, and Olympic sprinter Gabby Thomas is leading the charge.
COVERGIRL’s latest campaign for its first-ever tubing mascara, Ready. Set. Wrap., puts endurance, movement, and longevity at the center of beauty, proving that makeup can keep pace with real life, even at elite athletic levels.
As a world-class athlete known for speed, focus, and discipline, Thomas is a natural fit for a product designed to last under pressure. The Ready. Set. Wrap. mascara promises long-lasting, sweat-proof wear using tubing technology that wraps each lash individually, resisting smudging and flaking through heat, humidity, and high-intensity movement. On the track, where sweat and motion are unavoidable, the product’s performance-driven claims are put to the ultimate test.
This launch signals a broader shift in the beauty industry. For years, long-wear makeup has been marketed primarily for long days or nights out. Performance beauty reframes that narrative, centering bodies in motion, athletes, active professionals, and anyone whose lifestyle demands durability without sacrificing aesthetics. Thomas embodies this evolution, representing a modern vision of beauty that values strength, functionality, and authenticity.
The campaign visuals reinforce that message. Thomas appears confident and composed, lashes intact, even as she trains and competes. It’s a powerful contrast to traditional beauty imagery that often separates glamour from physical exertion. Here, sweat is not the enemy, it’s part of the story.
For COVERGIRL, Ready. Set. Wrap. also expands the brand’s innovation portfolio while staying true to its accessible roots. Tubing mascara technology, once considered niche, is now positioned as a practical solution for everyday wearers who want makeup that works as hard as they do. Easy removal with warm water further adds to its appeal, balancing performance with gentle wear.
Gabby Thomas’s presence elevates the launch beyond product promotion. She represents a generation redefining what beauty looks like in action, strong, dynamic, and unapologetically real. Proof that performance beauty isn’t a trend, but a standard.
With Ready. Set. Wrap., COVERGIRL makes a clear statement: beauty doesn’t need to slow down to stay flawless. It just needs to keep up. As beauty continues to evolve alongside wellness and sport, campaigns like this remind consumers that confidence, resilience, and representation matter just as much as lasting wear for modern, active women.
