The Mission.

Built in Beauty strives for our customers to build confidence, create a positive mentality, and find the beauty within themselves.


The Brand.

Built in Beauty was founded upon the strength and beauty that lies within all women. We set out to create a sustainable women's activewear line to inspire women to not be afraid of what others think. The founder wanted to build a positive and empowering environment for women in a setting that is, for many, quite the opposite. Our clothes will give you the confidence to walk into the gym ready to own your workout, and your body. Everyone should feel beautiful in their own bodies, and Built in Beauty is here to help.


The Founder.

For years, Cherri (yes, pronounced like the fruit), dreamed of her own clothing line, but could never put her finger on exactly what it was she desired- until she walked into the fitness world. Cherri started her career as a CPT (certified personal trainer), and after countless clients telling her over and over to design clothes for "someone like me" or "to fit all of this", that is exactly what she set out to do. Her idea of Built in Beauty stems from wanting women of all shapes and sizes to know there is a place for them in the gym. Through her line she hopes to encourage all women to see their beauty inside and out, the strength each carries, and the empowerment the world needs to know exists.

Cherri Perkins
Built in Beauty Founder & Creative Director