e.l.f. Cosmetics is an industry leader in the world of makeup primers. Being the #1 primer in America*, Power Grip Face Primer grips your makeup to give you a soft-focus effect for a smoother complexion. The gel-based face primer is iconic and has even been seen at the “Big Game” as a vital component of the uber-trendy “Dolphin Skin” look. For a flawless glow apply our top selling, Halo Glow Liquid Filter as it is the ultimate must-have makeup product to master a luminous look. The innovative complexion booster and skincare-makeup hybrid gives you effortless, soft-focus radiance with a fresh, dewy finish.