# Powerful Matte Primers The Power Grip Matte Primer Gives the Ultimate Shine-Free Makeup Base By Georgia Wray Norsten | Published 2024-12-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/power-grip-matte-primer References: [elfcosmetics](https://www.elfcosmetics.com/en_CA)  e.l.f.'s 'Power Grip Matte Primer' is here to revolutionize your makeup routine. A [mattifying twist](https://www.trendhunter.com/trends/cooling-blur-mattifying-primer) on the cult-favorite formula, this primer keeps excess shine at bay while blurring pores for a flawless, velvety smooth finish. Designed to lock in your makeup from morning to night, it’s the perfect base for long-lasting, shine-free perfection. With its unique sticky texture, the Power Grip Matte Primer ensures your makeup stays put, providing a smooth, matte canvas for any look. Whether you're heading to work or out for the evening, this primer has you covered for all-day wear. Launching online on December 15, the Power Grip Matte Primer will be available at [Shoppers Drug Mart](https://www.trendhunter.com/trends/halo-glow-powder-filter) starting January 7 and [Walmart](https://www.trendhunter.com/trends/revolution-beauty-x-elf-collection) on February 17. As always, e.l.f. delivers cruelty-free, vegan products you can feel good about using. Elevate your beauty game with this must-have addition to your makeup bag. Image Credit: e.l.f. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 22% | Activity: 27% | Freshness: 32% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - 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 ### Why This Trend Is Growing - **Long-lasting Makeup Solutions:** Primers like the Power Grip Matte offer the innovation of extended wear time, meeting consumer demand for beauty products that last all day without needing touch-ups. - **Shine-free Cosmetic Products:** There is a rising trend toward products that offer a matte finish, addressing consumers' desires for cosmetics that control shine and maintain a smooth look. - **Cruelty-free and Vegan Beauty:** The beauty industry is increasingly moving toward products that are both vegan and cruelty-free, reflecting a shift in consumer values towards ethical and sustainable beauty solutions. ### Industries Being Reshaped - **Cosmetic and Skincare:** The cosmetics industry is experiencing growth in demand for primers that provide a flawless, matte finish, indicating a market opportunity for similar innovative products. - **Online Retail and E-commerce:** The rise of digital platforms for product launches, like the online debut of the Power Grip Matte Primer, shows significant disruption in traditional retail models. - **Vegan and Ethical Consumer Goods:** A focus on ethics and sustainability in product ingredients marks a distinct trend in consumer goods, influencing industries to innovate in cruelty-free and vegan offerings. ## Related on Trend Hunter - [XL Makeup Primer Jugs](https://www.trendhunter.com/trends/power-grip-primer-1.md) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md) - [Long-Lasting Eyeshadow Primers](https://www.trendhunter.com/trends/lock-it-down-eyeshadow.md) - [Primer-Infused Blushes](https://www.trendhunter.com/trends/primerinfused-matte-blush.md) - [Bi-Phase Makeup Setting Sprays](https://www.trendhunter.com/trends/dewy-setting-spray.md) - [Illuminating Skincare Primers](https://www.trendhunter.com/trends/hydro-grip-glow-primer.md) - [Refreshing Mattifying Primers](https://www.trendhunter.com/trends/cooling-blur-mattifying-primer.md) - [Hydrating Cooling Primer Sticks](https://www.trendhunter.com/trends/cooling-primer-stick.md) - [Air-Like Makeup Primers](https://www.trendhunter.com/trends/cloud-glow-priming-foam.md)