What it is: A makeup primer infused with grape, Vitamins A, C, & E to help boost complexion and hydrate your skin. Why we love: The primer transforms your face into a flawless, smooth canvas ideal for long-lasting makeup application. All e.l.f. products are made from skin-loving ingredients you want at good-for-you prices. All e.l.f. products are 100% vegan, cruelty-free, and leaping bunny certified. Because kindness is chic.