Creating the perfect base for your makeup is important at any age, but especially in midlife when texture becomes more pronounced. As estrogen levels naturally decline, collagen production slows and skin cell turnover becomes less efficient, which can leave skin feeling drier and looking less smooth.
It's often at this stage that makeup starts behaving differently. For most women, this looks like complexion products settling into fine lines, catching onto dry patches or losing their fresh finish pretty soon after they've been applied.
- Skin changes in midlife can cause makeup to settle into fine lines and accentuate dryness or texture
- e.l.f Cosmetics has a skin-care infused primer that midlife women are hailing for its blurring ability
- The Power Grip Primer + 4% Niacinamide is part of e.l.f's coveted Power Grip range
That's why moisturiser alone isn't always enough before applying makeup. You also need a good primer that can create a smoother canvas, so your foundation glides on evenly and stays looking fresher for longer.
The good news is that thousands of midlife women have already done their homework on the best primer to use on maturing skin so that you don't have to, and they’ve shared their findings. It turns out, high street hero e.l.f Cosmetics’ Power Grip Primer + 4% Niacinamide is exactly what your makeup routine needs.
The primer is the latest addition to e.l.f.'s coveted Power Grip collection. Its standout ingredient is niacinamide, a skincare favourite known for helping to brighten the look of dull skin and improve the appearance of uneven tone.
The lightweight gel formula grips makeup for long-lasting wear while creating a smooth, comfortable base that doesn't cling to dry patches or accentuate fine lines. And thanks to its translucent finish, the primer works on all skin tones (don’t be put off by its light pink hue!) to give a glowing base for makeup to be applied over.
What are verified shoppers saying about e.l.f’s Power Grip Primer + 4% Niacinamide?
Reviews of the affordable primer (a 24ml tube will only set you back £11, whilst you can sample it with the mini size for just £7) are praising its potent anti-ageing properties. The formula has been described as “velvety smooth” and “silky”, too.
One reads: “I love niacinamide as a skincare ingredient so I knew I had to try this, and it’s definitely up there with the best primers I have ever used. It smooths over every fine line and bit of texture, while still making my skin feel nourished. My makeup lasts all day!”
Another woman said: “If you have wrinkles, this is the primer for you. My forehead has never looked so smooth until I added this into my makeup routine.”
A third beamed: “They are not lying when they say it grips! I've never had a primer quite like this, and I love it! I felt it helped my foundation stay put and not settle into my fine lines or smile lines as fast as usual.”
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