# Cooling Face Primers e.l.f. Cosmetics' Mint Melt Cooling Face Primer Smells Sweet & Refreshing By Laura McQuarrie | Published 2025-02-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mint-melt-cooling-face-primer References: [instagram](https://www.instagram.com/p/DGOgRnMShhW/?hl=en) & [elfcosmetics](https://www.elfcosmetics.com/mint-melt-cooling-face-primer/82795.html)  Beauty consumer demand affordable products that perform, nurture the skin, and provide a luxurious sensorial experience led e.l.f. Cosmetics to launch the Mint Melt Cooling Face Primer. This [sticky gel primer](https://www.trendhunter.com/trends/hydroslime-primer) is available for a limited time to share its [hydrating properties](https://www.trendhunter.com/trends/dewscreen-hydrating-primer-spf-50), a [refreshing sensation](https://www.trendhunter.com/trends/superfix-hydra-cool-mist) and a sweet scent reminiscent of mint chocolate chip ice cream. The vegan-friendly and cruelty-free formula is just as much of a treat to use on dry, oily, or combination skin, and it's best applied to the whole face to increase the staying power of makeup. This forgiving, user-friendly formula glides on easily, and clean fingers are best used to pat the primer into the face so that the warm of fingers will activate and lock it in. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 77% | Activity: 84% | Freshness: 36% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha - 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 - **Sensory-enhanced Beauty Products:** The integration of unique sensory experiences, such as cooling sensations and appealing fragrances, in beauty products captivates consumers seeking holistic and enjoyable skincare routines. - **Vegan-friendly Cosmetics:** The growing demand for vegan and cruelty-free beauty products transforms traditional cosmetics by appealing to ethically-conscious consumers. - **Multi-functional Primers:** Primers that combine hydration, longevity, and skin-type flexibility offer disruptive potential by addressing multiple consumer needs in a single product. ### Where This Applies - **Beauty and Personal Care:** Innovation in the beauty industry now focuses on multi-sensory experiences and ethical formulations, driving a shift in consumer preferences. - **Vegan and Ethical Products:** This industry experiences growth as consumers increasingly prioritize plant-based and cruelty-free attributes in their purchasing decisions. - **Sensory Experience Technology:** With a focus on enhancing consumer enjoyment, developing advanced sensory technology captures the interest of brands intent on creating memorable user experiences. ## Related on Trend Hunter - [Hydrating Cooling Primer Sticks](https://www.trendhunter.com/trends/cooling-primer-stick.md) - [Refreshing Mattifying Primers](https://www.trendhunter.com/trends/cooling-blur-mattifying-primer.md) - [Powerful Matte Primers](https://www.trendhunter.com/trends/power-grip-matte-primer.md) - [Air-Like Makeup Primers](https://www.trendhunter.com/trends/cloud-glow-priming-foam.md) - [Illuminating Skincare Primers](https://www.trendhunter.com/trends/hydro-grip-glow-primer.md) - [Stretchy Slime Primers](https://www.trendhunter.com/trends/hydroslime-primer.md) - [Protective Hydrating Primers](https://www.trendhunter.com/trends/dewscreen-hydrating-primer-spf-50.md) - [Cooling Makeup Finishing Sprays](https://www.trendhunter.com/trends/superfix-hydra-cool-mist.md) - [XL Makeup Primer Jugs](https://www.trendhunter.com/trends/power-grip-primer-1.md)