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I’m a beauty editor, which means I have access to pretty much any makeup product out there. If it’s on shelves at Sephora or Ulta, there’s a good chance it’s sitting on my desk, in my bathroom, or somewhere in Cosmo’s beauty closet (which basically looks like a makeshift storage room of a beauty store). That being said, it’s a pretty big deal when I consistently use the same product instead of swapping it out for something new. And one of the few staples on my vanity is e.l.f.’s Power Grip Primer.
What started as a formula that people believed was a dupe for the viral Milk Makeup Hydro Grip Primer has become a holy grail in its own right. E.l.f.’s Power Grip Primer has a cooling, water-gel base, so it’s less prone to separating the way some silicone-heavy or milky textures can. Instead, it feels more like a serum—almost like an extra step in your skincare routine. It creates the ideal canvas and makes any foundation I apply last longer and look ultra smooth and radiant.
As someone with reactive skin—I have eczema and acne, aka a recipe for clashing with most formulas I put on my face—this primer has never once caused redness or irritation. It’s also formulated with hyaluronic acid, which is why it feels hydrating and lightweight rather than overly sticky. The formula plays well with any level of makeup without that heaviness that can lead to pilling (especially if you’ve loaded up on your full skincare routine beforehand).
It’s also just $11 and even available at retailers like CVS or Target—the very same places you’re already stopping for snacks, toothpaste, or a last-minute birthday card. With all the access I have to beauty products through work, e.l.f. is still one of the few brands I regularly buy myself. There’s just something about wandering through the drugstore and tossing one of my favorite sponges, a lip oil, or this beloved primer into my basket that I can’t resist.
Our Cosmo audience loves it so much that it earned a Readers’ Choice Beauty Award for best primer two years in a row. So, whether you just ran out of your $30 formula and need an equally good base for a fraction of the price, or you’re wondering if the e.l.f. hype is actually real (which, it is), go ahead and add the primer to your cart. Your makeup will thank you.
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Jasmine Hyman is the Assistant Beauty Editor at Cosmopolitan, where she writes about the latest beauty trends and must-have products. Her most prized beauty possessions are a meticulous skincare routine and salon blowouts. You’ll also likely find her in bed reading a good book or endlessly scrolling TikTok (spoiler: it’s usually the latter) while listening to Harry Styles’ entire discography on repeat. Follow her on Insta to be inundated with pictures of her meals.
