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Elf Cosmetics boasts a multi-tasking hydrating face primer that is powered by Hyaluronic Acid, the popular beauty ingredient that is celebrated for its ability to effectively retain moisture and encourage a plumper complexion. Titled the 'Power Grip Primer,' this formulation has a gel-like texture and it works to "smooth [the] skin while gripping your makeup." Users are left with a subtle soft-focus effect and a translucent finish.

Elf Cosmetics' hydrating face primer is formulated for all skin types and skin tones. It does not include phthalates, parabens, sulfates, and other ingredients that might cause irritation. Fully cruelty-free and vegan, the brand's Power Grip Primer is offered at an affordable price point which caters to younger generations who haven't built their independent buying power or simply those who need to be cost-minded.