Facial care wipes is one of the fastest growing segments of the personal care wipes market, and a new cosmetics and skincare company targeting active women is getting in on the action.

Kinx Active, a California-based start-up, is developing beauty products that can hold up through women’s fitness routines.

Conceived by two brothers, Brian and Paul Duangpichakul, who are fitness enthusiasts themselves and have experience in the distribution business of cosmetic raw materials, Kinx Active’s line of “active wear cosmetics” currently includes deep cleansing facial wipes and gel eyeliner.

Eric Bochniarz, national sales and marketing manager of Kinx Active, helped the brothers come up with the idea to fuse the beauty and the sports/fitness/activity industries. “We researched and recognized the need and a hole in the cosmetic market in that there were no cosmetic brands with a direct focus on active women,” Bochniarz says. “There were simply product lines that other cosmetic companies came out with in order to address the trend and we felt by devoting our brand and story to this niche, we would better address it.”

Having just launched in October, Kinx Active’s gel eyeliners—which come in three colors—are formulated for all day wear, and co-founder Brian Duangpichakul thought adding their own brand of facial care wipes would be a nice complement to their growing cosmetics line.

To differentiate itself from other cosmetic wipes on the market, Kinx Active’s wipes packaging is smaller than the typical wipes pouch for convenient carrying, and the wipes were designed in “just the right size” to allow for makeup removal, without being too large where most of the wipe is wasted, Bochniarz says. Also, a heavy-duty sticker/seal keeps the wipes moist and ensures there’s no leakage.

The oil-based wipes are formulated for maximum effectiveness yet gentle on even the most sensitive skin thanks to lonicera flower extract incorporated into formulation. They also feature a soothing and calming fragrance that can stand up to even strenuous workouts and busy days.

Next up for the brand is a line of nail polishes that will focus on nail health, as well as nail masks that will promote cuticle health. Yumemi Sakai, the company’s in-house makeup artist, is currently working to finalize their nail shade lineup.