Rae Cosmetics is a beauty brand that appeals to a broad group of women, as well as a niche audience—those who love to lead an active lifestyle.
The brand specializes in making cosmetics such as foundations, eyeliners, eyeshadows and lipsticks with water-resistant formulas that won't crease or smear in heat, humidity or sweat. These products are specifically branded as ones that are "Created to take the heat," and offer lightweight coverage that looks healthy, radiant and breathable.
The rise of athleisure has significantly changed the way people work out. Getting fit is now much more of a social experience than it has been in previous years, where people want to meet up with friends, have fun and look good while getting a sweat going.