# Sweat-Resistant Cosmetics Rae Cosmetics Provides Makeup to Keep Up with One's Active Lifestyle By Laura McQuarrie | Published 2017-02-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/rae-cosmetics References: [twitter](https://twitter.com/raecosmetics) & [raecosmetics](https://www.raecosmetics.com/product/2-well-eyeshadow/) 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. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 59% | Activity: 74% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Water-resistant Cosmetics:** The trend of water-resistant cosmetics is on the rise, offering consumers the opportunity to wear makeup during physical activities without smudging or creasing. - **Athleisure Beauty:** The athleisure beauty trend presents an opportunity for brands to create makeup products that are specifically designed for those leading an active lifestyle. - **Sweat-proof Makeup:** The demand for sweat-proof makeup is growing, leading to the development of innovative formulations that can withstand heat, humidity, and sweat. ### Sectors Adopting This - **Cosmetics:** The cosmetics industry has an opportunity to tap into the growing demand for sweat-resistant makeup and develop new products to cater to active consumers. - **Athleisure:** The athleisure industry can expand its offerings by incorporating makeup products with sweat-resistant capabilities, targeting fitness enthusiasts and those embracing the active lifestyle. - **Beauty Technology:** The beauty technology industry can explore innovative solutions and materials to create long-lasting, water-resistant cosmetics that meet the needs of consumers with active lifestyles. ## Related on Trend Hunter - [Black Skincare Makeup Ranges](https://www.trendhunter.com/trends/raissa-yame-makeup.md) - [Long-Lasting Lip Glosses](https://www.trendhunter.com/trends/perfect-diarys-readme-lips.md) - [High-Performance Beauty Lines](https://www.trendhunter.com/trends/varsity-beauty.md) - [Post-Gym Skincare Routines](https://www.trendhunter.com/trends/postgym-skincare.md) - [Recovery-Focused Skincare](https://www.trendhunter.com/trends/primark-performance-beauty.md) - [Sweat-Activated Dry Shampoos](https://www.trendhunter.com/trends/sweat-activated-dry-shampoo.md) - [Long-Wear Stage-Proof Eyeliners](https://www.trendhunter.com/trends/stageproof-eyeliner.md) - [Underdog Cosmetic Campaigns](https://www.trendhunter.com/trends/ms-irrelevant.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md)