As a beauty editor I can get my hands on almost any makeup product. If you can find it at Sephora or Ulta, there’s a good chance it’s on my desk, in my bathroom, or in Cosmo’s beauty closet which is basically a beauty store’s makeshift storage room. That said, it’s a big deal for me to keep using the same product instead of switching to something new. One of the few things I always have on my vanity is e.l.f.’s Power Grip Primer.
Power Grip Primer
People thought this formula was a fake version of the viral Milk Makeup Hydro Grip Primer, but it has become a holy grail in its own right. The Power Grip Primer from E.l.f. has a water-gel base that cools the skin, so it doesn’t separate as easily as some silicone-heavy or milky textures do. It feels more like a serum, like an extra step in your skincare routine. It makes the perfect base for my makeup and makes any foundation I put on last longer and look super smooth and glowing.
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This primer has never made my skin red or irritated, even though I have eczema and acne, which is a recipe for most face products to clash with. It also has hyaluronic acid in it, which is why it feels light and hydrating instead of too sticky. The formula works well with any level of makeup without feeling heavy, which can cause pilling, especially if you’ve already done your full skincare routine.
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It’s only $11 and you can get it at stores like CVS and Target, which are the same places you already go for snacks, toothpaste, or a last-minute birthday card. Even though I have a lot of access to beauty products at work, e.l.f. is still one of the few brands I buy for myself all the time. I can’t help but walk through the drugstore and throw one of my favorite sponges, a lip oil, or this primer I love into my basket.
It won the Readers’ Choice Beauty Award for best primer two years in a row because our Cosmo readers love it so much. If you just ran out of your $30 formula and need a base that works just as well for a lot less money, or if you’re not sure if the e.l.f. hype is real (it is), go ahead and add the primer to your cart. Your makeup will be happy.
