# Upgraded Beauty Primers Elf Cosmetics Improved Its Best-Selling Primer with 4% Niacinamide By Kalin Ned | Published 2023-01-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/bestselling-primer References: [elfcosmetics](https://www.elfcosmetics.com/en_CA/power-grip-primer-%2B-4%25-niacinamide/81517.html) The [Power Grip Primer](https://www.trendhunter.com/trends/power-grip-primer-1) has been a fan-favorite and best-selling primer for Elf Cosmetics for a while. Recently, the beauty brand decided its formulation needed an upgrade and debuted an upgraded version—the Power Grip Primer with 4% Niacinamide. The best-selling primer maintains its superb performance in [gripping makeup](https://www.trendhunter.com/trends/conceal-perfect-blur-out-smoothing-primer) for long periods of time. It still has a translucent finish that works on all skin tones, as well. The addition of 4% niacinamide works to better the [complexion-improving properties](https://www.trendhunter.com/trends/niacinamide-serum) of the best-selling primer formula. The ingredient evens out skin tone and counters the look of dullness. It even leaves the skin with a dewy and glowing finish, a great canvas for putting on makeup. Like all Elf Cosmetics, the Power Grip Primer with 4% Niacinamide is cruelty-free and vegan. Image Credit: Elf Cosmetic ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 89% | Activity: 92% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Beauty Primer Upgrade:** Upgraded beauty primers like Elf Cosmetics' Power Grip Primer with 4% Niacinamide set a trend in the beauty industry. - **Niacinamide Infusion:** Incorporating niacinamide in beauty products is becoming a popular trend for improving complexion in the beauty industry. - **Vegan and Cruelty-free Beauty:** Ethical and sustainable beauty products are becoming a growing trend in the beauty industry. ### Where This Applies - **Cosmetics:** Cosmetic companies can innovate by incorporating natural ingredients and improving formulas of their best-selling products. - **Skincare:** Skincare companies can innovate by introducing more ingredients like niacinamide that better the properties of their products. - **Vegan Products:** Industries that promote ethical and sustainable products like veganism can focus on developing cruelty-free and vegan beauty products. ## Related on Trend Hunter - [Powerful Matte Primers](https://www.trendhunter.com/trends/power-grip-matte-primer.md) - [XL Makeup Primer Jugs](https://www.trendhunter.com/trends/power-grip-primer-1.md) - [Skincare-Forward Texturizing Primers](https://www.trendhunter.com/trends/texturizing-primer.md) - [Tubed Brightening Primers](https://www.trendhunter.com/trends/brightening-face-primer.md) - [Illuminating Skincare Primers](https://www.trendhunter.com/trends/hydro-grip-glow-primer.md) - [Kefir-Powered Skin Barrier-Enhancing Primers](https://www.trendhunter.com/trends/skin-glow-primer.md) - [Active Ingredient Makeup Primers](https://www.trendhunter.com/trends/conceal-perfect-blur-out-smoothing-primer.md) - [Potent Complexion-Boosting Serums](https://www.trendhunter.com/trends/niacinamide-serum.md) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md)