As our days gets longer, so do the demands we have on our make-up. We expect it to literally keep up with our 24/7 lifestyle—and lo and behold, some of it does. BB creams might be the multi-taskers of today, but cosmetic products promising long duration wearability are the trend of tomorrow – and for some, even the day after, as these products can sustain themselves 14, 16, even 24 hours.

For the first time, you might fade before your make-up does.

A new category, Extended Wear cosmetics, is letting time tick by without wipe-away worry. Benefit Cosmetics, for example, is launching a new primer that works hard – for a good 15 hours. NovaLash, a company that specializes in eyelash extensions, is releasing smudge-proof cream eyeshadows that have 18 hours worth of staying power. In January, Maybelline New York introduced Eye Studio Color Tattoo Metal 24-hour Cream-Gel Shadow. Pair that with their SuperStay 14-hour Lipstick and 10-hour Stain Gloss and you don’t have to bother carrying a make-up bag.

Part of the surge is thanks to new ingredients companies are opting to use. MODE’s soon-to-be-released Petal Rush, a revitalizing cream blush, nourishes, firms and smoothes cheeks for 16-hours thanks to the PotentNatural flower power duo—Wild Orchid Flower Extract + Bulgarian Rose Oil. Too Faced Endless Summer has a 16-Hour Wear Bronzer that utilizes an exclusive double-bond formula. It combines the staying power of film formers and polymers with prolonged-wear pigments.

“The summer is the hardest season to wear make-up. Bronzers and blushes get soaked up into your skin. Heat reeks havoc on make-up and creates the worst environment for make up,” said Jerrod Blandino, co-founder and creative director of 15-year-old Too Faced, based in Orange County, CA. “Our job was to reach into the innovative bag and create a bronzer that would outlast the summer heat.” It took several years and a lot of research, but the company has emerged with an industry first.

“The pigments are suspended in a specific way so the product won’t allow skin to absorb that powder or for the sun to fade the color,” Jerrod said. “It’s really cutting edge. We’re using tomorrow’s technology today.” But just because makeup can last 15 hours, doesn’t mean you should actually leave it on for that long. “We’re living in a society where consumers want more for less,” said Dr. Joshua Zeichner, Director of Cosmetic and Clinical Research Department of Dermatology Mt Sinai Medical.

“With hectic schedules, many women are looking for cosmetics that can be applied in the morning and last without the need for touch-ups during the day. While this may be convenient in theory, I caution patients about applying long-lasting cosmetics on their skin.” Some make-up can clog pores, leading to pimples, or cause irritation leading to rashes, he added. “Makeup should be thoroughly removed to give the skin time to breathe and maintain healthy barrier function.”