BRAYE

BRAYE is a Seoul-born indie beauty brand defined by Rough Beauty, a pared-down, mood-first approach to makeup. Founded in 2024, it focuses on vegan, cruelty-free formulations and products designed for everyday ease, with a distinctly cool, urban edge. The line centers on lip and cheek multitaskers, cushions and tints, plus solid perfumes, all meant to move with your routine rather than overwhelm it. Flagship items include Lipsleek, a 2-in-1 lip-and-cheek product, Lipsleek Blur for soft focus color, and the Nano Cushion for a second-skin complexion. Packaging leans minimal and travel-friendly, reflecting a modern, confident aesthetic. BRAYE speaks to shoppers seeking high-performance makeup with a fresh, streets-ready attitude.