# Gel-Based Hydrating Face Primers e.l.f. Cosmetics’ Power Grip Primer is Driven by Hyaluronic Acid By Kalin Ned | Published 2022-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hydrating-face-primer References: [elfcosmetics](https://www.elfcosmetics.com/en_CA/power-grip-primer/82846.html?cgid=whats-new#start=1) e.l.f. Cosmetics boasts a hydrating face primer that will help keep your makeup in place while producing a soothing effect on the skin. Multi-functional products such as these are essential for today's day-and-age, which has become increasingly fast-paced. A key ingredient in this product—titled the Power [Grip](https://www.trendhunter.com/trends/hydro-grip-gel-concealer) Primer—is Hyaluronic Acid which is known for its moisture retention properties. Great for all skin types, e.l.f. [Cosmetics'](https://www.trendhunter.com/trends/food-creator) hydrating face primer is vegan, cruelty-free, and free from harmful ingredients. The formula is translucent and gel-based. After application, individuals do not only enjoy long-lasting makeup but also a soothing feeling and a plumper complexion. e.l.f. Cosmetics' Power Grip Primer is offered at a highly affordable price at $13 CAD. Image Credit: e.l.f. Cosmetics ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 3% | Activity: 14% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Multi-functional Beauty Products:** Brands can innovate by creating beauty products that have multiple benefits like e.l.f. Cosmetics’ Power Grip Primer. - **Hydrating Skincare Products:** There’s an opportunity for brands to create more hydrating skincare products using ingredients like Hyaluronic Acid. - **Affordable Beauty Products:** There’s a trend towards affordable beauty products and brands can innovate by finding cost-effective ways to produce high-quality cosmetics. ### Sectors Adopting This - **Beauty and Cosmetics:** The beauty industry can take advantage of the trend towards multi-functional, hydrating and affordable beauty products. - **Skincare:** The skincare industry can innovate by incorporating hydrating ingredients like Hyaluronic Acid into their products to create more soothing and plumping effects on the skin. - **Fast-paced Lifestyle:** With an increasingly fast-paced lifestyle, consumers are gravitating towards products like e.l.f. Cosmetics’ Power Grip Primer that offer efficiency and convenience. ## Related on Trend Hunter - [Powerful Matte Primers](https://www.trendhunter.com/trends/power-grip-matte-primer.md) - [Hydrating Cooling Primer Sticks](https://www.trendhunter.com/trends/cooling-primer-stick.md) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md) - [Protective Hydrating Primers](https://www.trendhunter.com/trends/dewscreen-hydrating-primer-spf-50.md) - [Illuminating Skincare Primers](https://www.trendhunter.com/trends/hydro-grip-glow-primer.md) - [Ultra-Hydrating Gel Serums](https://www.trendhunter.com/trends/holy-hydration1.md) - [Cruelty-Free Gel Moisturizers](https://www.trendhunter.com/trends/holy-hydration.md) - [Long-Lasting Eyeshadow Primers](https://www.trendhunter.com/trends/lock-it-down-eyeshadow.md) - [Bi-Phase Makeup Setting Sprays](https://www.trendhunter.com/trends/dewy-setting-spray.md)