# Gel-Based Gripping Primers e.l.f.'s Power Grip Primer Nourishes with Skin-Loving Ingredients By Laura McQuarrie | Published 2022-01-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/power-grip-primer References: [thezoereport](https://www.thezoereport.com/beauty/elf-primer) & [elfcosmetics](https://www.elfcosmetics.com/power-grip-primer/82846.html?cgid=whats-new#start=5&sz=24) e.l.f. Cosmetics is the creator of several viral beauty products and its newest one, the [Power Grip Primer](https://www.trendhunter.com/trends/power-grip-primer-1) has the potential to join the ranks of other favorites from the brand. The tacky primer has a unique gel consistency and ultra-hydrating ingredients to create a smooth base and grip makeup effectively. The formula was created to provide a [soft-focus effect](https://www.trendhunter.com/trends/great-skin-priming-moisturizer) and it suits all skin types and tones. The cruelty-free and vegan formula is packed with skin-loving hero ingredients like hyaluronic acid, so it functions as a do-it-all product that smoothes, preps and moisturizes. Also included in the formula are rosemary and peppermint leaf water, plus [brightening niacinamide](https://www.trendhunter.com/trends/brightening-face-primer) and other supportive ingredients for skincare and makeup. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 48% | Activity: 37% | Freshness: 11% - 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 - **Gel-based Primers:** Opportunities for creating new skincare and makeup products with gel-based primers that offer unique textures and hydrating ingredients. - **Skin-loving Ingredients:** Incorporating more natural and nourishing ingredients in beauty products, like hyaluronic acid and rosemary and peppermint leaf water. - **Cruelty-free and Vegan Formulas:** Shifting toward using cruelty-free and vegan formulas to appeal to environmentally-conscious consumers. ### Industries Being Reshaped - **Beauty and Skincare:** Using innovative textures and ingredients in the beauty industry to create more effective skincare and makeup products. - **Natural and Organic Products:** Incorporating more natural and nourishing ingredients in products to appeal to health-conscious consumers. - **Sustainable and Ethical Beauty:** Emphasizing sustainability and ethical practices in the production of beauty products for environmentally-conscious consumers. ## 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) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md) - [Skincare-Forward Texturizing Primers](https://www.trendhunter.com/trends/texturizing-primer.md) - [Hydrating Cooling Primer Sticks](https://www.trendhunter.com/trends/cooling-primer-stick.md) - [Illuminating Skincare Primers](https://www.trendhunter.com/trends/hydro-grip-glow-primer.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) - [Stretchy Slime Primers](https://www.trendhunter.com/trends/hydroslime-primer.md)