The Blemish Fighting Putty Primer, £9, still has the same skin-smoothing benefits of its predecessor but it also helps to prevent future breakouts. Just like the original (which is still ...

On Wednesday, November 20, Muddy Waters announced it was short-selling its ELF stock holdings ... most of the stickiness of its hero Power Grip Primer product, which will have a starring role ...

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 ...

The commercial also stars the beauty brand’s top-selling Power Grip Primer, a cult-beloved makeup ... it’s a gel-like formula that hydrates and preps the skin for a near-flawless base.

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 makeup to stay. This campaign is encouraging everyone to ...