Selecting the perfect primer is a crucial step in achieving that flawless makeup look by creating a smooth base and enhancing the longevity of your makeup. With countless options on the market, it can be overwhelming to choose the right one. That's why we've curated a list of the best primer makeup brands that consumers and experts alike recommend. Whether you're looking for something to minimize pores, combat oily skin, or provide hydration, we've got you covered. Discover which brands have made the cut in our comprehensive guide below.
Illustration of primer makeup
Best brands of primer makeup in 2025
Smashbox
Smashbox, a renowned brand under The Estee Lauder Companies, is a leading producer of high-performance primers, particularly famous for its Original Photo Finish Smooth and Blur Primer, which is the #1 Prestige Vegan and Cruelty-Free Face Primer in the U.S. Founded in 1996 by photographer Davis Factor, Smashbox has become a staple in the makeup industry, especially among professional makeup artists and photographers. The brand offers seven different primer types tailored for specific skin and makeup outcomes, and its products are known for making makeup look flawless and last longer. Smashbox recently expanded its reach by launching in the U.S. Amazon Premium Beauty store, further increasing its accessibility to a wider audience. The global face primer market, which Smashbox is a key player in, is expected to grow from USD 1,927.30 million in 2023 to USD 4,380.76 million by 2032, with a CAGR of 8.60%.
Benefit Cosmetics
Benefit Cosmetics is a leading brand in the primer makeup market, renowned for its high-quality products that deliver exceptional results. The POREfessional Face Primer, for instance, is a bestseller that minimizes the appearance of pores and fine lines, with 91% of users reporting reduced pore appearance and 94% noting instant smoothing of the skin. This brand holds the title of the #1 prestige primer brand in the US and UK, as per data from January 2022 to August 2023. The POREfessional Matte Primer also stands out, with 95% of users stating it instantly blurs the look of pores and 98% reporting it keeps shine in check all day. Benefit Cosmetics' products are widely praised for their effectiveness and long-lasting results.
Fenty Beauty
Fenty Beauty, founded by Rihanna, has revolutionized the makeup industry with its inclusive and diverse product line, particularly its primer offerings. The brand's Pro Filt'r Instant Retouch Primer, launched in 2017, is a cruelty-free, universally flattering product that provides a soft matte finish and subtle radiance, making it a favorite among beauty enthusiasts. Fenty Beauty's commitment to inclusivity is evident in its 40-shade (now 50-shade) foundation line, which has set a new standard in the industry. The brand's strong social media presence, with over 12.8 million Instagram followers and a high engagement rate, further underscores its influence. In 2018, Fenty Beauty was the top-selling prestige makeup brand in the US, with sales exceeding $500 million. You can explore Fenty Beauty's diverse product range on their official website.
Tatcha
Tatcha is renowned for its high-quality, luxury beauty products, particularly its primers, which have garnered significant praise for their skin-protecting and makeup-perfecting properties. The Silk Canvas primer, for instance, has been praised for its velvety smooth feel, ability to blur pores and fine lines, and its capacity to make makeup last longer, with 100% of subjects in a consumer study agreeing that their skin felt smoother immediately after application. This primer is part of Tatcha's commitment to traditional Japanese beauty rituals and incorporates innovative ingredients like Hadasei-3, a blend of green tea, rice, and algae. Tatcha's products are known for their purity and kind-to-skin ingredients, making them a favorite among those seeking luxury skincare and makeup solutions. The brand's revenue, though experiencing a recent decline, still stands strong with $2,294,617 in October 2024, highlighting its market presence.
Too Faced
Too Faced is a leading brand in the primer makeup market, known for its innovative and cruelty-free products. The brand's Hangover Replenishing Face Primer, infused with coconut water and probiotic-based ingredients, is a popular choice for its hydrating and radiance-boosting properties. Too Faced has recently expanded its retail presence by joining Amazon's Premium Beauty store, a move that aligns with the Estee Lauder Companies' strategy to reach highly-engaged beauty consumers. This expansion is part of a broader trend where Amazon is expected to overtake Walmart as the top beauty retailer by 2025, with a projected market share of 14.5%. The global face primer market, which includes brands like Too Faced, is anticipated to grow at a CAGR of around 8.60% between 2024 and 2032.
Hourglass
Hourglass Cosmetics is renowned as one of the top producers of primer makeup, evident from its significant sales growth, particularly in South Korea where its sales increased by 109% year-on-year after the mask mandate was lifted in January 2023. The brand's Phantom Volumising Glossy Balm and Ambient Palette saw substantial sales increases, and its Veil Mineral Primer is highly praised for its ability to prolong makeup wear and provide a smooth, matte finish without drying the skin, even for those with oily or acne-prone skin. The primer also features SPF 15 and does not cause flashback in photographs. Hourglass products are distributed by Shinsegae International and are available in various channels, including online and offline platforms. The global face primer market, which includes Hourglass, is projected to grow from USD 1,927.30 million in 2023 to USD 4,380.76 million by 2032, with a CAGR of 8.60%. For more details, visit their makeup complexion primer collection.
Milk Makeup
Milk Makeup is renowned for its innovative and effective primer products, particularly the Hydro Grip Primer, which has gained significant popularity since its launch in 2019. This primer, formulated with hyaluronic acid, hemp-derived cannabis seed extract, and other skincare ingredients, provides a 12-hour lasting grip and hydration, making it a favorite among beauty enthusiasts and celebrities alike. With a growth of 35.7% in net revenue in the first half of 2023, Milk Makeup continues to excel in the beauty industry. The brand's commitment to clean, vegan, and cruelty-free products has also contributed to its success, aligning with the rising demand for ethically produced beauty solutions. The Hydro Grip + Glow Primer, an upgraded version, adds light-reflecting pearls for an enhanced glow, further solidifying Milk Makeup's position as a leader in the primer market. For an in-depth review, visit Cosmopolitan UK.
Urban Decay
Urban Decay is a renowned brand in the cosmetics industry, particularly celebrated for its high-quality primer products. As a subsidiary of L'Oreal, Urban Decay has been a leader in the market since its inception in 1996, known for its innovative and cruelty-free products. Their Eyeshadow Primer Potions, such as the Original, Eden, and Anti-Aging formulas, are designed to enhance color vibrancy and extend wear time, with some users reporting up to eight hours of consistent color. The brand's commitment to social responsibility, including its PETA certification and initiatives like The Ultraviolet Edge, further solidifies its reputation. With products available in major department stores and online, Urban Decay continues to be a favorite among makeup enthusiasts.
NYX Professional Makeup
NYX Professional Makeup is a leading brand in the cosmetics industry, particularly renowned for its high-quality and affordable primer makeup products. Founded in 1999 by Toni Ko, the brand has successfully disrupted the market by offering department-store-quality cosmetics at drugstore-friendly prices, with products like the Marsh Mellow Primer. NYX is available in over 70 countries and has a strong online presence, making it a favorite among beauty enthusiasts and professional makeup artists. The brand's commitment to innovation and customer feedback has helped it maintain a strong value proposition, even during economic downturns. With a revenue of $496.7 million, NYX continues to be a significant player in the global face primer market, which is expected to grow at a CAGR of 8.60% from 2024 to 2032.
e.l.f. Cosmetics
e.l.f. Cosmetics has established itself as a leading brand in the makeup industry, particularly for its primer products, which have garnered significant popularity among Gen Z consumers. The brand's Power Grip Primer, for instance, became the number one best-selling primer in the United States in 2023, known for its exceptional sticking power and affordable price of $10, significantly cheaper than prestige items priced at $38.
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