What is it: A sticky gel-based face primer enriched with 4% niacinamide to help even out skin tone and brighten while gripping makeup.

Why you'll love it:

• Gel primer formula with sticky texture grips makeup for long-lasting wear
• Infused with 4% niacinamide to help even out skin tone and brighten
• Gives skin a dewy, glowing finish
• Translucent-finish primer works on all skin tones
• 100% vegan and cruelty-free

Your skin's future looks bright-your favorite sticky AF Power Grip Primer is now infused with skin-loving niacinamide to help even out skin tone and brighten while gripping your makeup. This gel-based formula preps and primes your complexion for makeup application while smoothing and brightening the look of dullness. Ideal for all skin tones, it goes on completely clear and creates a dewy finish.

About the Brand: Celebrating the beauty of every eye, lip and face is fundamental to e.l.f. It’s in the brand's name and inspires the company. e.l.f believes in a world where everyone can own their beauty, without compromise. All formulas are 100% vegan, no animal testing and made without the nasty bad-for-you stuff. Totally guilt-free. All e.l.f. products are free from phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. All skincare products are also free from sulfates.