Primers are finally getting their due. As the foundation to your foundation, the secret weapon of makeup artists, and the hardest-working skin-care multitaskers in your makeup bag, a good primer can totally change your makeup routine. And apparently, E.L.F. Cosmetics has the best primers in America, according to sales data released recently.
Budget beauty brand E.L.F. has long-since established its ability to deliver seriously good products at prices that almost seem like they can't be real. So it may come as no surprise that the brand currently has the number-one-selling primer in America, according to calculations made by Nielsen based on 52 weeks of sales data. To give you an idea of just how many primers are flying off the shelves and into beauty routines around the country, E.L.F. sells a primer every six seconds, according to the brand.
E.L.F.'s secret may have something to do with its deep primer bench — the brand currently has 12 primers formulated to address every concern, including dry, dull skin, an overly oily complexion, and even the need for a little on-the-go shimmer.
In addition to the classic Poreless Face Primer, with a blurring texture and matte finish, there's a version formulated with tea-tree oil for the blemish beleaguered, formulas tailored to hydrate or to control oil, and three tinted formulas that target redness, yellowness, and dullness. The best part is they're all just $6!
After a while, creamy liquid formulas can start to blur together, but E.L.F. has a secret weapon: putting its priming power into stick version with the Prep & Glimmer shimmer primer, the Prep & Blur formulated with witch hazel to zap midday oil, and the Prep & Hydrate primer stick, perfect for delivering a midday moisture boost.
But wait, what about the dewy-finish devotees? E.L.F. also has all its bases covered with an Illuminating Primer Mist, which also comes in an oil-control version.
To top it off, all of E.L.F.'s primers are 100 percent cruelty-free and vegan. No wonder around 20 people have snapped up one of the brand's primers in the time it's taken you to read this article.
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