The commercial also stars the beauty brand’s top-selling Power Grip Primer, a cult-beloved makeup bag essential that happens to be King’s secret weapon both on and off set. “It's literally ...

E.l.f. Cosmetics is recognizing what a cult classic its Power Grip Primer has become with a campaign ... about the new Dew Cloud Ultra Hydrating Lip Mask and Dew Cloud Ultra Hydrating Mask.

Joey King knows the power of a good primer. The 25-year-old actress has teamed up with e.l.f. Cosmetics to introduce its new "eyes. lips. face. fandom." campaign that speaks directly to sports ...

To kick off your beauty routine, e.l.f. Cosmetics wants you to use its Power Grip Primer. The No. 1-selling beauty product is a gel-based face primer that is formulated to hydrate and smooth your ...