This $10 Primer Locks Makeup in Place *and* Boosts Collagen Production—Which Explains Why It Has Over 1,000 Five-Star Reviews

While the affordable makeup brand has become notorious for dupes, it still has the ability to surprise us with unique products all its own. Enter the E.l.f. Power Grip Primer + 4% Niacinamide, a skin-boosting version of their Power Grip Primer (which, admittedly, has been heralded as a dupe for Milk’s Hydro Grip Hydrating Primer, $38). It claims to hold foundation in place all day while harnessing the collagen-boosting powers of niacinamide.

After seeing numerous rave TikTok reviews about it, my curiosity got the best of me. Ahead, read all about e.l.f.’s newest niacinamide primer, plus my honest review.

e.l.f., Power Grip Primer + 4% Niacinamide — $10.00

Active ingredients:

• 4 percent niacinimide
• Glycerin, a humectant
• Butelyn glycol, a skin emollient + humectant
• Vitamin E
• Dragonfruit extract

What it is:

• A sticky, grippy primer that promotes longterm skin health and clings onto makeup for all-day wear

Who it’s for:

What does niacinamide do for skin?

Niacinamide is a topical form of vitamin B3 that’s been shown to decrease inflammation, brighten skin, and boost collagen production. Considering that triple threat of benefits, it’s no wonder the ingredient has become a dermatologist favorite for reducing fine lines and preventing deep wrinkles down the line.

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As board-certified dermatologist Ivy Lee, MD, previously explained to Well+Good, niacinamide helps “decrease the oxidative stress and damage that we get from environmental factors, like UV radiation from being outside, pollution, and smoking.” This stress can degrade collagen and compromise our skin barrier over time, setting the stage for premature aging and hyperpigmentation. Adding niacinamide to your daily skin routine, then, can be a first line of defense against environmental aging factors.

What to know about the e.l.f. Power Grip Primer + 4% Niacinamide

The latest e.l.f. Power Grip Primer contains 4 percent niacinamide, an amount that falls in the middle of what Dallas-based dermatologist Rebecca Marcus, MD, previously told us to look for in skincare products. “It’s important to pay attention and make sure it’s between 3 and 5 percent so that it works, but it’s not irritating,” says Marcus.

Aside from the niacinamide boost, this sticky gel primer contains glycerin, one of the best-of-the-best humectants, and butelyn glycol, a skincare ingredient that has both emollient and humectant properties. FYI, humectants are moisturizers that draw moisture to the skin, and emollients add oil to the skin.

One thing to note: This primer does contain phenoxyethanol, a preservative that can irritate sensitive skin, so if you’re prone to sensitivity be sure to patch test before applying it all over your face.

e.l.f., Power Grip Primer + 4% Niacinamide — $10.00

Active ingredients:

• 4 percent niacinimide
• Glycerin, a humectant
• Butelyn glycol, a skin emollient + humectant
• Vitamin E
• Dragonfruit extract

What it is:

• A sticky, grippy primer that promotes longterm skin health and clings onto makeup for all-day wear

Who it’s for:

Verdict: a grippy, glowy, and well worth the hype

This is the thickest, grippiest, stickiest primer I have *ever* tried, point blank, period. Texturally, this stuff feels more like a peel-off mask rather than a primer. Its glue-like consistency makes it a little difficult to manipulate and apply, but once it’s on, it doesn’t feel too heavy.

This primer definitely delivers a good amount of stick. Once on, my skin felt super tacky and seemed ready to cling to my foundation. My skin looked amazing, too: super dewy and taut with a glass-like sheen. I’m prone to dry skin thanks to seasonal eczema, so I *super* appreciated the hydrating effect it had.

The “stick” factor helped grip my pre-foundation glotion and concealer right into place, just as over 1000 5-star reviewers promised it would. My makeup stayed put for a full day of wear (8 hours out of the house, to be exact), and my skin looked radiant the entire time. Since the benefits of niacinamide often don’t show for at least a few weeks of consistent wear, I can’t speak to the e.l.f. niacinamide primer’s longterm skin-boosting effects—but I can say it delivers the glowy, grippy staying power its name suggested.