Shoppers Are Saying This $10 Product Changed Their Entire Makeup Game and Keeps It on ‘All Day, No Matter What’

If you purchase an independently reviewed product or service through a link on our website, SheKnows may receive an affiliate commission.

There are a lot of things that can make or break a good face of makeup. Of course, high-quality makeup typically helps, but how long the product lasts on your face depends on the primer you use. A primer might be the most important product in a routine — at least in the top three. And if you’re now thinking that you should go out and spend upwards of $30 on one, I’m here to let you know you don’t have to. What if I told you that you could have one of the best primers out there, improve your skin, and spend no more than $10? Yup, such a thing exists, and it’s eagerly waiting to be added to your makeup bag.

Of course, I’m talking about e.l.f. ’s Power Grip Primer with Niacinamide. The $10 gem has been called the ultimate dupe for Milk Makeup’s Hydro Grip primer, but way less than half the price. Compared to the original, this version is formulated with four percent niacinamide, which is always a plus. Whether you wear makeup daily or have skin concerns at the top of your mind, having nurturing ingredients in your makeup can be very beneficial. The niacinamide helps to even out your skin tone while giving your skin a brighter appearance. 

Although this version of the Power Grip Primer is made with niacinamide, it still holds up the same as the original. It’ll still hold your makeup in place with a ferocious grip and offer a dewy, glowy finish to give your face a more radiant look. But honestly, I don’t have to convince you that this is a gem that deserves a spot in your routine. The reviews speak for themselves. The Power Grip Primer with Niacinamide has a very impressive 4.6-star rating on Target.com, with new five-star reviews pouring in every week. 

“Niacinamide is key,” one shopper exclaimed. “This is one of my favorite primers due to the benefits of niacinamide. It brightens up my complexion and looks glowy. I thought it would be sticky, but it dries down nicely and quickly. My makeup stays all day, even in the heat and humidity! You only need a small amount for your entire face.” 

“I absolutely love this primer; it’s changed my entire makeup game,” another shopper wrote in their five-star review. “It feels really nice to put on, and the texture is perfect for gripping makeup. My makeup definitely lasts longer with it than without. I love that it gives my skin a glowy shine to build on top of, and the niacinamide has made a difference in my makeup-less skin, too!”

“I love this product, and I always repurchase! It keeps your makeup on ALL DAY, no matter the weather,” our third shopper shared. “It is gentle on the skin, especially as I have very sensitive skin. I love it, and it quickly became a staple in my collection.”

Before you go, check out our slideshow below: