e.l.f.’s cult-favorite Power Grip Primer now comes in XXL — and it’s serving anything but subtle. The brand has introduced a jumbo version of its best-selling primer, with three times the amount of product for less than three times the price. There’s no reformulation, no new scent, no limited drop — just a whole lot more of the product for everyone, from seasoned makeup artists to content creators to people who just need their makeup to survive the work commute.
Power Grip’s appeal is straightforward: the clear, gel-based formula creates a slightly tacky surface that holds foundation and concealer in place for hours. It layers well under every finish and doesn’t interfere with the texture of the products that follow. It’s also infused with hyaluronic acid, so it gives skin an added boost of hydration with a subtle plumping effect. The finish is dewy but not greasy, and flatters skin tones across the board. It's the kind of product that makes people ask what you’re doing differently with your skin on the days you use it.
The packaging of the new Jumbo Power Grip Primer, however, is where things get interesting. There are 22 collectible tubes, each printed with a nickname submitted by e.l.f. loyalists. It’s a bold move from the people, who got creative with names like “Sticky as e.l.f.” “Green Monster,” and “Drippy Grippy.” Bonus points for helping you differentiate your own unique bottle that your sis/bestie/roomie can’t steal.
As for application, warm a small amount between your fingertips and press it into clean, moisturized skin before makeup. The warmth helps it settle evenly into the skin without pilling. Wait 30 seconds for it to set before going over with foundation. No need for setting spray or powder — there’s no shine to tamp down, just dewy freshness that doesn’t melt or transfer.
The Jumbo Power Grip Primer isn’t a reinvention; it’s just three times more of a beloved, trusted formula that does exactly what it says it does, with a little added detail winking to its fans. In an industry that thrives on constant newness, it’s a reminder that the smartest launch can also be the simplest one.
