It used to be that your eyeliner needed to last through a 9-to-5 in a temperature-controlled office building — extra points if it was still standing after happy hour. Now, consumers are demanding formulas that can withstand hot yoga
, 3-day music festivals
, and, in the most extreme cases, even car accidents
. The benchmark for long-wearing products has gone from four hours to 12 hours to 24 hours. (Do you people even sleep?!) And brands are keeping their R&D teams busy proving out their increasingly outlandish claims.