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 skin, and create a base for your ...

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.