Top Primer Picks: Unveiling Leading Brands for Flawless Skin

In the world of cosmetics, primer is often hailed as the unsung hero that sets the stage for flawless makeup application. A good primer can smooth out the skin, minimize pores, and provide a base that helps makeup last all day. With countless brands on the market, finding the best primer can be overwhelming, yet crucial for beauty enthusiasts and beginners alike. Below, we invite you to explore some of the top brands offering outstanding primers that promise to enhance your beauty routine.

Illustration of primer

Best brands of primer in 2025

Smashbox

Smashbox, a renowned brand under The Estee Lauder Companies, is celebrated for its high-quality, cruelty-free cosmetics, particularly its cult-favorite Photo Finish Primer, which was introduced in 1996 and has since become a staple in the makeup industry. This primer, born out of the needs of professional photographers and makeup artists, enhances the appearance and longevity of makeup. Smashbox's products are popular globally, contributing to the face primer market's significant growth, expected to reach USD 4,380.76 million by 2032 with a CAGR of 8.60% from 2024 to 2032. The brand's presence in the U.S. Amazon Premium Beauty store further boosts its market reach. With over 73% of the female population in the US regularly using makeup products, Smashbox's innovative offerings continue to drive market demand.

Benefit Cosmetics

Benefit Cosmetics is a leading brand in the makeup primer market, known for its high-quality products that enhance makeup application and longevity. As part of the global face primer market, which was valued at USD 1,927.30 million in 2023 and is expected to grow at a CAGR of 8.60% until 2032, Benefit Cosmetics plays a significant role with its popular products. The brand is particularly renowned for its brow products and other makeup solutions, contributing to the market's growth driven by increasing demand for professional-grade and organic face primers. Benefit Cosmetics, along with other major players like L'Oreal Paris and MAC Cosmetics, dominates the market, especially in regions like North America where the US entertainment industry is a significant consumer of these products. The brand's innovative launches and strong consumer base further solidify its position in the market. For more details on their offerings, visit the Benefit Cosmetics official website.

Too Faced

Too Faced is a prominent player in the face primer market, known for its high-quality, cruelty-free products that have become fan favorites among consumers. The brand's primers are part of their best-selling makeup collection, appreciated for their easy application and beautiful results. Too Faced's products, including their primers, are popular for their innovative formulas that are safer and healthier for the skin. The global face primer market, which includes brands like Too Faced, is expected to grow significantly, with a CAGR of around 8.1% to 8.6% between 2024 and 2032, driven by increasing consumer demand for beauty and cosmetics products. This growth is also fueled by the rising popularity of online sales and the expanding consumer base, including a growing male demographic.

Fenty Beauty

Fenty Beauty, founded by Rihanna in 2017, has established itself as a leading brand in the cosmetics industry, particularly praised for its inclusive product range and high-quality primers. The Fenty Beauty Pro Filt'r Soft Matte Primer, for example, is renowned for its shine-stopping, pore-diffusing properties and its ability to smooth the skin for better foundation application and longer wear. This primer has received positive reviews for its silky finish and effectiveness in minimizing the appearance of large pores. The brand's commitment to inclusivity, offering 40 different shades of foundation, has been a significant factor in its success. As part of the growing face primer market, expected to reach USD 4,380.76 million by 2032 with a CAGR of 8.60%, Fenty Beauty continues to be a prominent player.

Tatcha

Tatcha is renowned for its high-quality primers, particularly the Silk Canvas and Liquid Silk Canvas, which are crafted with Japanese skincare ingredients like sericin, fibrin, and Hadasei-3(tm), ensuring a smooth, silky finish and long-lasting makeup. These primers are favored for their skin-softening properties and ability to create a flawless canvas for makeup, with the Silk Canvas primer feeling like a balm and the Liquid Silk Canvas smoothing over the skin like butter. Tatcha's products are cruelty-free and have the clean certification from Sephora, appealing to a wide range of consumers. Despite a recent 35% decline in revenue over three months, Tatcha remains a significant player in the luxury skincare market, with a conversion rate of 5.00-5.50% and an average order value of $100-$125.

MAC Cosmetics

MAC Cosmetics, established in 1984, is a leading brand in the cosmetics industry, particularly renowned for its high-quality face primers. As a key player in the global face primer market, MAC Cosmetics contributes to the market's projected growth, expected to reach USD 4,380.76 million by 2032 with a CAGR of 8.60% between 2024 and 2032. The brand's commitment to artistry, inclusion, and diversity has made it a favorite among consumers, with over 73% of the female population in the US regularly using makeup products, including face primers. MAC Cosmetics' innovative products, such as the Prep + Prime Fix+, have been instrumental in driving market demand and engagement through social media platforms.

Bobbi Brown

Bobbi Brown is renowned for producing high-quality primers, as evident from the Vitamin Enriched Face Base, which combines moisturizing and priming in one step. This product has received rave reviews, with 98% of testers reporting rejuvenated skin and 96% feeling moisturized throughout the day. The formula, enriched with vitamins B, C, and E, hyaluronic acid, squalane, and shea butter, ensures a smooth and long-lasting makeup application. Founded by Bobbi Brown in 1991, the brand has become a staple in the beauty industry, with Estee Lauder acquiring it in 1995 and the company generating over $1 billion in revenue as of November 2024. The product's effectiveness and the brand's legacy make Bobbi Brown a top choice for primer needs.

Make Up For Ever

Make Up For Ever is renowned for its high-quality primers, catering to all skin types with specific formulations such as the STEP 1 PRIMER - PORE MINIMIZER, which minimizes pores and evens out skin texture, and the STEP 1 PRIMER - HYDRA BOOSTER, designed for dry skin to provide comfort and suppleness. Their primers are formulated to meet various skin needs, including minimizing pores, controlling shine, and correcting color imperfections. With a wide range of products co-created with professional makeup artists, Make Up For Ever ensures long-lasting and flawless makeup application. The brand is part of the larger cosmetics market, which is expected to grow significantly, with the global face primer market projected to reach USD 4,380.76 million by 2032, growing at a CAGR of 8.60%. Make Up For Ever's commitment to quality and innovation makes it a leading choice in the primer market. For more details, visit their primer collection.

Hourglass

Hourglass Cosmetics is renowned as one of the top producers of high-quality primers, known for its innovative, cruelty-free, and vegan formulas. The brand's Veil Mineral Primer and Vanish Airbrush Primer are particularly popular, with the Veil Mineral Primer standing out for its water-repelling properties and availability in various sizes, including 30ml for $56 and a 60ml tube for $72. Hourglass primers are favored for their cutting-edge performance and covetable packaging, making them a staple in the beauty industry. The brand's commitment to luxury cosmetics has contributed significantly to the growing demand for face primers, especially among consumers seeking vegan and cruelty-free products. With its strong presence in the market, Hourglass is expected to continue influencing the face primer market's growth, which is projected to reach USD 4,380.76 million by 2032 with a CAGR of 8.60%.

e.l.f. Cosmetics

e.l.f. Cosmetics stands out as a leading producer of primers, particularly with its Power Grip Primer, which is priced at $10, significantly cheaper than prestige alternatives at $38. The brand has consistently demonstrated strong market performance, achieving 85% year-over-year revenue growth in Q3 FY24 and marking its 20th consecutive quarter of net sales growth. e.l.f. Cosmetics holds a 10.1% market share in the color cosmetics category, up from 4.5% in 2019, and is the number one brand in Target with a 19% market share. The company's innovative marketing and product strategies, including a strong presence on TikTok and other social media platforms, have contributed to its success. e.l.f. Beauty also expanded its international sales by 119% in Q3 FY24, further solidifying its market position.