Grip primers: can the latest launches unstick e.l.f.'s viral reign?

This article was originally published in the Make-up Trend Report. Receive your copy here

Make-up is no longer just about colour cosmetics: in 2025 the products that consumers apply before and after are equally as important to the finished result.

According to Hannah Mauser, Senior Beauty Strategist at trends forecaster WGSN, the trend exhibits a very long lifespan that will last into 2027 and beyond. “On TikTok, #complexion conversations put a large emphasis on skin prep with formats such as supercharged blotting solutions, fixers and setting sprays emerging as the new portable heroes,” she says.

Make-up primers – developed to provide a smooth, even base that improves the appearance and longevity of make-up – have diversified by need, with versions claiming hydrating, blurring and mattifying capabilities all gracing the market. And there is one claim, in particular, that’s stuck in the public’s imagination. According to social listening firm Spate, since last year, ‘gripping’ primers have seen a 470% growth in views on TikTok.

But what are grip primers and what’s behind their meteoric rise? “Grip primers create that slightly tacky base that helps foundation and other products stay put for longer,” explains Annie Anstey, Marketing Director at Collection Cosmetics.

“The rise of grip primers can be attributed to a few different factors,” WGSN’s Mauser tells Cosmetics Business. “One simply being rising heat levels happening at a global level and two being increased consumer demand for longer-lasting make-up benefits.”

“These primers are specifically formulated to enhance the longevity of colour cosmetics, which resonates with consumers who are mindful of extending the time between repeat purchases,” adds Emilie Hood, Research Consultant at Euromonitor International. “This functional benefit adds value in an especially cost-conscious market.”