Milk Makeup Hydro Grip Primer vs. e.l.f Power Grip Primer: Which One Works Best for Holding My Makeup All Day?

Name: e.l.f Power Grip Primer
Brand: e.l.f
Price: 10 USD

The battle of the gels

Author image: about face matte fluid eye paint review chelsea candelario

By Chelsea Candelario

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Published Oct 9, 2024

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Chelsea Candelario/Sephora/Target

As someone with combination skin, finding the right primer is essential to keeping my makeup looking flawless all day. Over the years, I’ve found gel formulas to be the way to go, which is why the Milk Makeup Hydro Grip Primer ($38) has always been my number one choice. Like so many trending products these days, it works for all skin types—exactly what I need. I’ve never considered straying from it until I learned about another primer with similar features for half the price. Yup, word on the street is the e.l.f Power Grip Primer ($10) is just as effective, so naturally I had to see how it held up against my go-to primer. Here’s everything you need to know about both buzzy products—including which one worked best for my skin.

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Sephora

Milk Makeup Hydro Grip Primer

What We Like

hydrating
lightweight formula
comes in a travel size

What We Don't Like

pricey
finicky pump

Milk Makeup

Value: 18/20
Functionality: 20/20
Quality: 20/20
Aesthetics: 18/20
Results: 20/20
Total: 96/100

Like many, I found out about Milk Makeup’s primer through the internet. This viral product was everywhere, and I had to see what the hullabaloo was about. When I used it for the first time, I was hooked, and it’s become a staple in my makeup routine since. I use about one to two pumps to cover my entire face. The gel texture is lightweight and spreads evenly on my skin. It may be tacky at first, but give it a few minutes and the stickiness fades away—plus, there’s little to no scent, which is a nice bonus.

It’s formulated with hyaluronic acid and niacinamide to boost hydration and smooth uneven texture. And if that wasn’t enough, you’ll also find aloe water and hemp-derived cannabis seed extract to really lock in moisture. Once applied, it gives off a cooling sensation and leaves a velvety finish behind, which I found works well with layering on my foundation. I do appreciate the time it takes to absorb into the skin. It's often recommended to give your primer at least a minute or two to settle before applying makeup, so your look can actually last all day.

The brand claims it can grip makeup for 12 hours, and I can say it’s slightly true. The formula also contains blue agave extract, which promises to grip makeup and prevent any fading or cakiness. While that statement holds some truth, I did see a bit of oiliness around my T-zone, but that’s to be expected from my combo skin. For the most part, my makeup didn’t smudge or budge all day. I didn’t worry about any melting moments or foundation transferring off my skin. If I did have any grievances, I would say it’s tough getting the last drop of product out. I’m almost finished with my bottle, and it takes me forever to get even a pea-sized amount out. Maybe that’s a sign that I need to repurchase, but the bottle (especially the travel-size) needs to be configured differently—there’s still some in there!

$38 At Sephora

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Chelsea Candelario/PureWow

Target

e.l.f Power Grip Primer

What We Like

cooling
great pump
hydrating formula

What We Don't Like

thick texture

e.l.f

Value: 20/20
Functionality: 19/20
Quality: 19/20
Aesthetics: 19/20
Results: 18/20
Total: 95/100

With grip in the name, this primer seems destined to go head-to-head with the OG. Similar to Milk Makeup, the primer was super hydrating on the skin. I would say it has a longer (and more powerful) cooling experience than Milk’s, so it felt more like a hydrating serum. Thanks to its key ingredient, hyaluronic acid, it hydrates locks in moisture and preps well for the rest of my makeup routine.

Now, the texture is a bit thicker and takes a bit to absorb. Many reviewers say it’s way too sticky, and I agree to an extent. It does have a tacky texture and takes a while to spread across the face. However, it (eventually) fades into a smoother and silkier consistency. I get it. The waiting game can be tedious, but the results are worth it. With this primer, the gripping factor is not one to mess around with. In under eight hours, it really held up well. Similar to MM, I did notice oiliness around my chin and nose area. However, a nice setting powder covered that up nicely.

I definitely consider this pump-and-tube design better than Milk’s. I’m able to get a good amount of product, and despite the texture, it holds my makeup well for the entire day. It’s a hit or miss with specific foundations, but does wonder with concealer and a setting spray. Plus, you simply can’t beat the $10 price tag.

$10 At Target

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Chelsea Candelario/PureWow

What’s the Difference Between Milk Makeup Hydro Grip Primer or e.l.f Power Grip Primer?

The biggest difference is the price. A bottle of Milk Makeup Hydro Grip Primer is $38, while e.l.f. Power Grip Primer is $10. (Even the mini size of Milk’s is much more expensive than a regular-size e.l.f primer.) But price aside, the Milk Makeup primer holds more product, as the standard size contains 1.52 fluid ounces, while the e.l.f primer offers 0.81 fluid ounces.

They both contain hyaluronic acid, however, their formulas are strikingly different. Milk Makeup also uses niacinamide, aloe water and blue agave extract to boost hydration, lock in moisture and grip makeup. On the flip side, e.l.f uses glycerin, rosemary leaf water and other alcohol-based ingredients (however, unlike Milk Makeup, the brand only highlights hyaluronic acid as the main component).

LEFT: Milk Makeup // RIGHT: e.l.f

Milk Makeup vs. e.l.f: Which One Should You Buy?

Milk Makeup/e.l.f

As shown in the photo, I wore both primers (with the left showing Milk Makeup and the right showing e.l.f) to really see the difference in a span of eight hours. I came to the conclusion that both great primers and share tons of similarities. The most obvious is that they have gel-based formulas that go on clear, making it great for all skin tones. Like mentioned, they both contain hyaluronic acid, so both primers are very hydrating, which is great for dry, oily *and* combination skin. Due to the gel texture, they’re both stellar at gripping makeup and are non-comedogenic, so they don’t clog up my pores.

Ultimately, I would say Milk Makeup is more lightweight and absorbs quicker into the skin. But if you’re looking for a good primer for less than half of the price (and a better design to use up every last drop), I would still recommend e.l.f’s to get the job done.

Chelsea Candelario

Beauty and Cultures Editor

Writes trend stories, product reviews and how-tos across beauty, cultures, fashion and entertainment
Over 5 years of experience as a Beauty Editor
Studied journalism with a minor in creative writing at SUNY New Paltz

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