# Mattifying Organic Primers Alima Pure Expanded Its Portfolio with the Launch of Smooth + Prime By Grace Mahas | Published 2019-09-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/smooth-prime References: [thedetoxmarket](https://www.thedetoxmarket.ca/products/alima-pure-smooth-prime) & [alimapure](https://www.alimapure.com/products/smooth-prime) Alima Pure offers consumers organic, natural and sustainable cosmetic products and recently expanded its product line with the introduction of the new Smooth + Prime. This primer was formulated to be the last step in your skincare routine before applying makeup. The primer works as a flawless base for long-lasting makeup and helps to prevent creasing or fading for makeup that will last all day. This [mattifying primer](https://www.trendhunter.com/trends/mattifying-face-stick) is suitable for all skin types but is especially useful for those with oily and combination skin types. It's made from Silica -- an absorbent and mattifying natural mineral -- and Squalane -- an olive-based botanical liquid that leaves skin soft and smooth. Consumers can purchase the product online or in select stores for $62.00 CAD. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 5% | Activity: 12% | Freshness: 9% - 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 ### What's Driving This Trend - **Organic Primers for Long-lasting Makeup:** The demand for sustainable cosmetic products created for diverse skin types like oily and combination skin that can function as a flawless base for long-lasting makeup. - **Natural Mattifying Ingredients:** The demand for mattifying natural minerals like Silica or natural botanical liquid like olive-based Squalane that can leave skin soft and smooth. - **Skincare-cosmetic Duo:** The demand for a unification of skincare products like primer that can play both the role of a flawless base and skincare to cater to the needs of the modern-day consumer. ### Who This Affects Most - **Beauty and Personal Care:** The beauty industry can tap into the growing consciousness of consumers by investing in and manufacturing more sustainable cosmetic products like organic and natural primers with diverse skin type coverage. - **Health and Wellness:** More consumers are seeking out natural and organic products, which creates a prime opportunity for the health and wellness industry to offer such products. - **E-commerce:** The growing trend of consumers purchasing products online creates an opportunity for the e-commerce industry to provide consumers with direct access to organic and natural cosmetic products like the new Smooth + Prime from Alima Pure. ## Related on Trend Hunter - [Oil-Free Primer Formulas](https://www.trendhunter.com/trends/smashbox-cosmetics.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) - [Active Ingredient Makeup Primers](https://www.trendhunter.com/trends/conceal-perfect-blur-out-smoothing-primer.md) - [Air-Like Makeup Primers](https://www.trendhunter.com/trends/cloud-glow-priming-foam.md) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md) - [Soft-Blur Priming Moisturizers](https://www.trendhunter.com/trends/great-skin-priming-moisturizer.md) - [Skin-Protecting Makeup Primers](https://www.trendhunter.com/trends/ulta.md) - [Illuminating Skincare Primers](https://www.trendhunter.com/trends/hydro-grip-glow-primer.md)