# Priming Sheet Masks e.l.f. Cosmetics' Pore-Refining Primer Mask is Touted as a Real-Life Filter By Laura McQuarrie | Published 2018-01-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/primer-mask References: [hellogiggles](https://hellogiggles.com/beauty/2018-new-drugstore-beauty-products/) & [elfcosmetics](https://www.elfcosmetics.com/p/primer-sheet-mask?Dept=whats-new) One of the newest products to be added to e.l.f. Cosmetics' collection of skincare products is the [Primer Sheet Mask](https://www.trendhunter.com/trends/transformative-sheet-masks), which is a solution for brightening the skin, refining the appearance of pores and like any priming product, creating the perfect canvas for makeup to be applied. With ingredients like Vitamin C, Hyaluronic Acid and Vitamin B3 that are revered in the world of skincare, this mask is branded as one that's "better than any [photo filter in the app store](https://www.trendhunter.com/trends/rimmel-multitasker-better-than-filters)." While photo-ready products used to be created primarily for professional makeup artists with clients who needed to be photographed or filmed, a new wave of skincare products has emerged targeting the social media generation; these products include everything from selfie-perfecting cleansers to [Instagram](https://www.trendhunter.com/trends/adizero-evo-sl-gsnk)-worthy cosmetics that create flawless finishes. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 24% | Activity: 55% | Freshness: 8% - Audience gender: 10% men, 90% 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 ### Why This Trend Is Growing - **Priming Sheet Masks:** Opportunity for skincare brands to develop sheet masks that not only provide skincare benefits but also prime the skin for makeup application. - **Social Media Skincare:** Opportunity for skincare brands to create products that cater to the needs and desires of the social media generation, focusing on selfie-perfecting and Instagram-worthy results. - **Photo-ready Skincare:** Opportunity for skincare brands to develop products that offer photo-ready results, targeting individuals who want their skin to look flawless in photos and videos. ### Industries Being Reshaped - **Skincare:** Opportunity for the skincare industry to innovate by incorporating priming benefits into sheet masks and developing products that align with social media trends. - **Cosmetics:** Opportunity for the cosmetics industry to collaborate with skincare brands to create priming products that work in synergy, producing flawless finishes for makeup application. - **Professional Photography:** Opportunity for professional photography industry to offer services that cater to individuals who desire photo-ready results from their skincare routines. ## Related on Trend Hunter - [Refreshing Mattifying Primers](https://www.trendhunter.com/trends/cooling-blur-mattifying-primer.md) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md) - [Active Ingredient Makeup Primers](https://www.trendhunter.com/trends/conceal-perfect-blur-out-smoothing-primer.md) - [Oil-Free Primer Formulas](https://www.trendhunter.com/trends/smashbox-cosmetics.md) - [Glow-Boosting Primers](https://www.trendhunter.com/trends/instant-firmx-glowfilter.md) - [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) - [Kefir-Powered Skin Barrier-Enhancing Primers](https://www.trendhunter.com/trends/skin-glow-primer.md) - [Multifunctional Filter Effect Cosmetics](https://www.trendhunter.com/trends/rimmel-multitasker-better-than-filters.md)