VOICE OF THE EXPERTS: SAY GOODBYE TO VISIBLE SWEAT

Exercise feels great — it makes you stronger and happier, and even when it’s hard, it feels worth it once you're through. But showing off your pit stains while you’re grinding? Less appealing. 

Consumers across demographics agree: According to our 2025 survey* of more than 2,500 young people around the globe, sweat is the #1 pain point. No one wants to be seen sweating, whether it’s at the gym or in the boardroom. So we found a solution. 

COOLMAX CloakFX™ fiber is our latest innovation — and it’s a goodie. Through clever light refraction technology, the fiber hides sweat stains on fabrics, so you can sweat it out without the world knowing. It keeps you cool and dry by wicking sweat, too, just like every other product from the COOLMAX^® brand. Pretty cool, right? 

Many smart and creative people at the COOLMAX^® brand worked on this product to bring it to life, and we thought you should get to know them. For our Voice of the Expert series, we sat down with Tara Maurer-Mackay, our product category director, and Jim Sweeney, our product director, to get the inside scoop on the birth of COOLMAX CloakFX™ fiber. 

^{*Source: VML, The Modern Consumer Study, 2025} 

Tell me a little bit about your careers — how did you end up working on COOLMAX^® brand? 

 
Jim Sweeney: I joined the legacy DuPont company in 1995, so I'll be 31 years here in August. My background is as a chemical engineer. Over about 25 years I had roles in plant engineering, product development, technical support, trade support, and some commercial roles. About eight or nine years ago I moved into the polyester side as business development director in Europe, which is where I got introduced to the COOLMAX^® brand business.  

Tara Maurer‑Mackay: My background is bringing technical products to market with small, agile teams. I like creating products that enhance the user experience. I’ve been with The LYCRA Company just over a year, and we’ve been heavily focused on the COOLMAX^® brand because we think there’s a lot of opportunity for products that deliver a better end‑user experience. 

What kind of research went into the development of COOLMAX CloakFX™ fiber?  

TMM: The LYCRA Company invested in a global body of research with the creative agency VML to understand the evolving needs and mindsets around functionality in clothing, in particular moisture management. It focused on 2,500 young men and women, roughly ages 18 to 49, across six countries — Germany, the UK, the US, Brazil, China, and Japan. A lot of insights came out of that research, and those insights informed product development. 

Consumers are more willing to talk about bodily functions now, but they still have anxiety and embarrassment around how those things are perceived by others. People are always on camera, always visible, and expectations are changing. Across demographics, sweat kept coming up. 

JS: Younger consumers don’t want to compromise. Even if a garment manages sweat by wicking it away, as all our COOLMAX^® fibers do, they still don’t want to see the sweat. They want it all. Under the COOLMAX^® brand, we’re trying to bring multiple functions together into one solution. 
 

So COOLMAX CloakFX™ fiber hides the appearance of sweat. How does it work?  
 

JS: When a fabric gets wet, you perceive a change in the color shade due to how light is reflected. What we’re doing is creating an optical masking effect where the amount of light reflected back isn’t compromised when the fabric is wet. It maintains a similar color shade even though you can still feel moisture

The key is we don’t block moisture movement. Blocking sweat would interfere with thermoregulation. We’re keeping the COOLMAX^® brand promise of keeping you cool and dry by wicking the sweat away while also masking sweat visibility. 

TMM: The goal is confidence. Whether you’re in a workplace, under stress, or in a hot environment, you feel more confident because others don’t see the sweat. 

Let’s talk about the technical requirements: What do fabric makers need to know about working with COOLMAX CloakFX™ fiber?  

JS: You need a certain minimum content of COOLMAX CloakFX™ fiber, especially on the front face of the fabric. Performance depends on denier, construction, and how the fiber is used. It’s not just putting fiber into a fabric — it requires technical know‑how. 

We’ve developed best practices and work hand‑in‑hand with partners to optimize performance. When mills adopt this fiber, our team of experts are here to support its implementation and ensure the best fabric outcomes.

This fiber is pretty remarkable. Is there anything else it can do? 
 

TMM: Yes! It also offers UPF protection when used in the right fabric constructions. 

JS: It’s also made from recycled PET consistent with our sustainability direction — 93% of the polyester in the fiber is recycled. And it’s Global Recycled Standard certified. 

There are just so many strengths behind this innovation. It’s a true technological leap that sets the COOLMAX^® brand apart.  

This product is just launching now, in March 2026. Do you see it evolving down the road? 
 

TMM: Phase one is knit constructions — activewear, seamless applications, leggings. Phase two will focus on woven applications like dress shirts and pants. 

JS: Wovens are more complex because the fiber needs to be present on the front face. We expect to have technical guidance for wovens by the end of April. 

TMM: We’re also looking at additional functionality like odor management. Research shows consumers are concerned not just about sweat appearance but also odor. 

JS: And we’re also exploring other fiber platforms, like nylon-based solutions, where optical masking could be valuable. 

How has the market response been so far? 
 

TMM: The reception has been very high — the demonstrations really speak for themselves. 

JS: When brands see it, they’re amazed. You spray water on the fabric and you don’t see it, but you can feel it. Once demonstrated, it sells itself. 

This is such an impressive achievement, I can’t wait to get my hands on the first COOLMAX CloakFX™ garments. Congratulations, and thank you for your time! 

Want more on this technology? Visit us at Performance Days to experience it up close and try the “spritz test” for yourself.