Here's a hot take: Primers really are a necessary step in your makeup routine. As a beauty writer, this is pretty easy to admit. But as a consumer, I, too, didn't want to spend the extra dough on another makeup product. Primers, however, are the key to a long-lasting base and all-day wear.
My introduction to primers began with the launch of the Milk Makeup Hydro Grip Primer. Before, I was exposed to primers that were pore-smoothing and oil-absorbing. But as someone with very dry skin, these kinds of primers negatively affect the outcome of my makeup. Milk Makeup's primer was the first product I was aware of that tackled both dryness and wear.
Like with any viral launch, though, there always comes something similar. According to online users, E.l.f. Cosmetic's Power Grip Primer is nearly identical in texture and formula. It's also more than half of the price.
So as my duty as a self-proclaimed beauty expert, I had to compare the two. For the past week, I tested both products with my typical makeup and work routine to see which is worth adding to cart. Keep reading to discover which primer earned my best overall pick.
How I tested the primers
I believe that your skin care routine plays a role in how your makeup layers. Since I have dry skin, my routine is heavy on the hydration front. If my skin feels tight or dry, my makeup can pile or crack.
My makeup base is light and radiant since these types of products also work best for my skin type. For the sake of this review, I didn't use any setting spray. I did, however, use a setting powder. Both primers were timed on an eight hour schedule to reflect my everyday work routine.
Disclaimer: I was hesitant about using both primers with a foundation from Milk Makeup to avoid any potential biased views. But since I wanted to stay true to my current makeup routine, each primer was layered with my same everyday products.
Milk Makeup Hydro Grip 12-Hour Hydrating Gel Skin Tint
Winner: Best hydrating tinted moisturizer
$38.00
Amazon
$38.00
Sephora
$38.00
Ulta
Best texture, best packaging
E.l.f. Cosmetics Power Grip Primer
- Good price point
- Thick, cooling texture
- Travel-friendly packaging
- Could be more hydrating
Size: 0.811 oz | Key ingredients: Hyaluronic acid
The texture is thick, but feels comfortable on the skin
Call me childish, but I'm big on the sensory experience of beauty products. I love all of the textures and scents since it makes the whole application process just a bit more fun. That is what's most notable about the E.l.f. Cosmetics Power Grip Primer. Compared to the Milk Makeup Primer, I thought the texture was more cooling and thicker. When applied, the cooling sensation was a good way to wake up my skin in the morning. The thick gel-feel of the primer wasn't heavy and blended into my skin with ease.
The only concern with the thickness is that some might find that it sits slightly on top of the skin. The Milk Makeup primer is silicone-free whereas the E.l.f. primer doesn't seem to be. This might be behind its texture.
Although there is no exact evidence that silicone-based primers are bad for the skin (they’re actually non-comedogenic, meaning non-pore clogging), they do tend to sit on top of the skin instead of absorb. I didn't find myself bothered by it, but I could see some users finding it a bit distracting.
When comparing the appearance of the two primers, the E.l.f. primer is not just thicker, but also darker than the Milk Makeup primer. The Milk Makeup primer has a thinner and more translucent consistency.
The primer is very smoothing
According to the brand, the primer should leave a natural, hydrated finish that lasts all day. I can confirm that this statement is true. It wasn't radiant, but I did love that the primer seemed to have smoothed my complexion more than the Milk Makeup one.
The two also compare equally in staying power, but my makeup did feel a bit 'tighter' with the E.l.f. primer. My makeup also didn't 'settle' into my skin like usual. But I don't blame this on the primer, though. There's a general rule that says to pair 'like with like' products, such as silicone-based products with each other, and water-based products with one another. My concealer and foundation are water-based, so it makes sense that they didn't sit the same as they usually do.
It gets huge points for the packaging
What really added points in my book with the E.l.f. Cosmetics Power Grip Primer is the packaging. While the Milk Makeup packaging is more pleasing to the eye, it isn't space-efficient in my makeup or travel bag. The E.l.f. primer is easier to store, and for some users, easier to dispense, too.
If this is a priority, this primer is the one for you. I would also recommend it best for those with normal, oily and combination skin types who were hesitant about the hydration factor of the Milk Makeup primer, as the E.l.f. primer isn't nearly as skin care-focused.
Most hydrating, best finish: Milk Makeup Hydro Grip Primer
- Tacky to grip onto makeup
- Hydrating
- Contains lots of skin care
- Some say it pills
- Some don't like the smell
Size: 1.52 oz; also available in .33 oz and 1 oz | Key ingredients: Hyaluronic acid, niacinamide, aloe water, hemp-derived cannabis seed extract and blue agave extract
The primer is skin care-focused
In my experience, my complexion feels most comfortable when I apply Milk Makeup's Hydro Grip Primer before foundation. Compared to the E.l.f. primer, Milk Makeup has more key ingredients that are essential for taming dry skin: Hyaluronic acid, niacinamide, aloe water, to name a few. The hydration lasts all day, too, not just upon the first application.
These ingredients also help with the primer's 'gripping' power. While it feels slightly tacky at first, the product doesn't feel sticky on. According to the brand, blue agave extract helps keep makeup in place and prevents cake-ing and fading. It also helps your makeup apply smoothly without appearing patchy, even with powders.
Thus on the hydration front, Milk Makeup is a true winner for my dry skin. But it doesn't mean the E.l.f. primer doesn't have this effect either. With all the hydration of the Milk Makeup primer, my skin looks and feels better, which can help achieve a smoother makeup application.
The radiant finish is long-lasting
The wear, however, lasts around the 12 hours that the brand promises. My makeup looks as radiant as I first applied it, if not, even more.
For both primers, I set an eight-hour time frame. As previously mentioned, the E.l.f. and Milk Makeup primers wear equally the same. The areas where I usually see makeup fade, such as around the eyes, cheeks and upper lip, saw the same amount of transfer. Even with that in mind, my makeup still looked neat with both primers after the eight hours and could easily last longer.
Since the Milk Makeup primer is silicone-free, I do find it more suitable for my skin type. Whether you have dry or acne-prone skin, a silicone-free primer has more skin care benefits than silicone-based primers, suggests the brand. However, neither is better for the skin than the other. Silicone-free primers, though, can lean more radiant in finish than silicone-based primers.
Depending on what you're looking for, the Milk Makeup Hydro Grip Primer is best for those who prioritize skin care over the finish. Those with dry to sensitive skin might find it more hydrating and less drying underneath makeup.
Best overall: Milk Makeup Hydro Grip Primer
I hate to be that person, but in my book, the winner of the two is based on your skin and makeup needs. While the Milk Makeup Hydro Grip Primer is a splurge purchase, it has always worked better for my dry skin and the makeup products I typically use.
Fortunately, a little goes a long way for both products, so despite the nearly $40 price point, I only use about half a pump of the Milk Makeup primer to cover my whole face. A pro tip for it, especially since it is water/skin care-based, is to let it sit on the skin for a few seconds. This lets the product get a bit tacky, and thus, helps your makeup stay on better.
All in all, I will still be using the E.l.f Cosmetics Power Grip Primer in my routine. It's more travel-friendly, more affordable and more pore-smoothing. And to be frank: The two primers also compare equally in staying power. Thus, I'll be sure to pick it up on days when I want a full makeup look, or if I use a silicone-based foundation. But for my every day, my dry skin thirsts for all the hydration the Milk Makeup Hydro Grip Primer offers.
How we chose
The E.l.f. Cosmetics and Milk Hydro Grip primers are equally popular primers with similar benefits. Our writer tested both products with the same makeup routine for an eight-hour period.
Why trust Shop TODAY?
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources and use our own personal experiences with the product and brand to make shopping easier for our readers.
Madison San Miguel is a writer at Shop TODAY who mainly covers beauty and style. She has over six years of experience in editorial and the beauty industry.
The Flat Lay Co. Flat Lay Makeup Bag
The Flat Lay Co. Flat Lay Makeup Bag