You can’t run a marathon after training for a week; getting fit for that long haul takes some time. The same goes when building a new beauty brand.

Eighteen months in the making, Sweatwellth is now at the starting line, and wants to finish in the lead by tapping into the American obsession with health/wellness.

“Today’s woman is all about healthy lifestyle, and they are doing things for themselves that will make them better and more healthy. A lot of that comes through diet and exercise and even their favorite line of athleisure apparel line,” Paul DeGaetano, founder and CEO of Boom LLC, told Happi in a phone interview a few days ahead of his new brand’s e-commerce launch on Feb 13.

But this isn’t just another water- or sweat-proof makeup line, according to DeGaetano, who has 15 years of experience as an executive in the beauty industry developing fragrance, bath and body and personal care initiatives for brands like Abercrombie & Fitch, Ann Taylor, Fossil and Disney, to name just a few. Products in Sweatwellth’s line are formulated specifically for use before, during and after a workout to enhance skin’s health—think cooling, moisture delivery and quick cleanup after that hot yoga, SoulCycle or CrossFit class.

The range includes No Sweat Pre Workout Hydrating Spray, Friction Free Workout Anti-Chafing Spray, Awesome Chalk Workout Ultra Grip Spray, HydraDrench Anytime Refreshing Facial Mist, Power Shower Post Workout Cleansing Spray, and Lip Quench Electrolyte Balm with SPF 25.

DeGaetano considers Power Shower, which refreshes and cools skin while replenishing moisture, as the potential hero SKU.

“It is a shower in a bottle, with a great scent that is fresh and clean, not overbearing,” said DeGaetano, noting that Power Shower is great for more than just post workout. For example, the no-rinse spray can be used to freshen up for that last minute happy hour after work, too.

Fitness enthusiasts are sure to take note of Sweatwellth’s chafing spray, which cools and repairs skin from damage caused by chafing, as well as the chalk-based grip spray, which is said to prevent rips and blisters cause by friction while killing bacteria at the same time.

Sweathwellth’s team and its formulation partners also paid close attention to a critical need for healthy skin: moisture. As such, chemists incorporated hyaluronic acid into several of the SKUs, and turned to encapsulation technology so that the key ingredients of each formulation are delivered when needed via time-, heat- or motion-release.

The full Sweatwellth range debuts today on its ecommerce site (sweatwellth.com), and DeGaetano predicts that women will make room for Sweatwellth products alongside their favorites in their existing beauty routine.

“We understand women have their own beauty products, but we see our line as a complement to that.”