Sitting at Va Bene Caffè at The Cosmopolitan, Danielle Capps looks perfectly put together. Her skin and blonde hair are flawless, her look casual but glamorous. And it’s only 10 AM. It just makes sense that Capps would be the public relations director for the cheeky, fun, Vegas-based Rain Cosmetics. The veteran beauty professional is as lively and fun as the brand itself. With sassy product names like Cabana Boy Casanova (bronzer), Presley Pink and Berry Manilow (lip glosses), and Maneater (false eyelashes), Rain Cosmetics strives for an onlyin- Vegas allure.
Based on this concept, Capps sealed a deal to take the two-year-old company to the next level in local retail: an enormous, front-of-the-store display at the high-end Skins 6|2 Cosmetics inside Cosmopolitan. “We’re new and really just getting ourselves out there, and they took the time to learn about our brand,” Capps says. “They like to tell stories instead of just taking the product and sticking it on a shelf. We both have fun, playful, a-little-bit-edgy attitudes. It really was a good match.”
Rain’s Vegas connection made Skins 6|2, a beauty products company based in Europe, take notice of the brand. The Vegas outlet is the first for Skins 6|2 in the US, which makes the front-of-the-boutique display that much more valuable to Rain. The display features an all-out Rain extravaganza of brushes, color products, and naughty advertisements.
Capps, a Los Angeles-area native, joined Rain in 2008 to develop the brand before its launch. While in high school, she began applying cosmetics on friends and observing professionals in makeup trailers on movie sets.
“Makeup is not supposed to be ultra-serious,” she says. That’s why the stars of Holly’s World on E! are big fans of Rain, as is Bethenny Frankel of Bethenny Ever After… on Bravo. These on-the-go celebrities are impressed with the quality and long wear of Rain’s products, Capps says.
The company calls itself Rain because the makeup is like rain in the desert—it provides moisture where it is needed most, Capps says. Rain focuses on two qualities that make its products uniquely Vegas: long wear, for a 24/7 lifestyle, and moisture.
Capps says her favorite Rain product is Conceal Reveal Foundation, which launched last year. It offers medium-to-full coverage and feels light on the face. “And going along with our lingerie theme, the color is crème corset,” she says with a smile while holding the bottle. “It’s the ultimate affair for your face.”
The forecast for Rain includes national expansion into more stores with more product lines. It’s fair to say, Rain’s future is looking as bright as its Glitterati glitter powder, and the prominent display of Rain’s products at Skins 6|2 is a wise step in the right direction.