The Secret to Makeup That Never Slips or Fades

Your makeup isn’t the problem… your primer is.
 
Meet the viral favorite: e.l.f. Power Grip Primer — the gel-based primer designed to grip your makeup and lock it in place for hours. Unlike traditional silicone primers, this innovative formula creates a slightly tacky base that acts like a magnet for your foundation, giving you a flawless, long-lasting finish.
 
Infused with skin-loving Hyaluronic Acid, it doesn’t just hold your makeup — it hydrates, smooths, and blurs your skin for that soft-focus glow.
✔ Makeup stays fresh all day (no fading, no slipping)
✔ Lightweight, breathable, and non-comedogenic
✔ Works beautifully on all skin types
✔ Vegan & cruelty-free
✔ Available with 4% Niacinamide to help even out skin tone

The result? Skin that looks smoother, healthier, and effortlessly perfected — with makeup that actually lasts.
 
Apply a small amount to clean skin, tap it in, wait 30 seconds… and let your makeup lock in like never before.
 
Ready to upgrade your routine? This is the primer your makeup has been missing.