Milk Makeup took the beauty world by storm when they released their unique gel-based, sticky gripping primer! After winning beauty awards, elf Cosmetics provided a direct answer at a fraction of the price. It is obvious that elf is trying to dupe them, but did they get the job done? See the drugstore and high-end gripping primers compared in this detailed elf Power Grip vs. Milk Hydro Grip review.
Details & Claims
I will begin with where you can buy the primers. Power Grip Primer is available at most retailers that carry the brand, which includes their website along with Amazon, Ulta, Target, and Walmart. The full-size is 0.811 fl oz or 24 mL for $10, available as a pump tube. A travel size is available at 0.6 fl oz or 15 mL for $5 in a squeeze tube.
Hydro Grip Primer is a high-end product, which naturally limits the purchase options. You can buy it from the brand itself, as well as Amazon and Sephora. They offer three sizes. Their standard or full size is 1.52 fl oz or 45 mL for $38, while the mini is .033 fl oz or 10 mL for $20. For a whopping $70 you can get a super value size with 5.28 oz or 150 mL. They are all packaged as a pump bottle.
elf Power Grip Primer
Milk Makeup Hydro Grip Primer
These are both gel-based primers that are designed to grip makeup for longtime wear, all with a clear finish that is radiant, natural, and dewy. They are for all skin types. Additionally, both are non-comedogenic to not clog pores, as well as cruelty-free and Vegan. Milk Makeup steps it up with the gluten-free claim.
Power Grip Primer states that it hydrates and smooths the skin to perfection while it moisturizes and preps. Milk Makeup states their product is rated for 12 hour wear that avoids caking and makeup meltdown and smooths the skin while actually causing your makeup to apply easier.
For application directions elf simply states to spread an even layer of primer over your skin, then use your fingertips to pat it in. The warmth of your body will really sink it in. Allow 30 seconds for it to set. Hydro Grip Primer states to pump one to two shots out, then blend a thin layer over your skin. Allow it to set for one minute.
Ingredients
There is definite differences in the ingredients, even though both are a blue/green color. elf’s key ingredient is hyaluronic acid to hydrate. Milk Makeup has that too, but kicks it up a notch. They have blue agave extract to stop melting, caking, and fading of makeup, niacinamide to boost uneven texture, and aloe water and hemp-derived cannabis seed extract to lock in moisture. To get your hands on niacinamide, elf made a completely separate primer that I detailed in my elf Power Grip Primer + 4% Niacinamide review.
It makes sense that elf’s ingredients differ a lot from the high-end, because it is the way to make a drugstore-priced product. Below you can see the ingredients directly laid out:
elf: Water (Aqua), Butylene Glycol, Glycerin, Peg-150 Distearate, Niacinamide, Rosmarinus Officinalis (Rosemary) Leaf, Melissa Officinalis Flower/Leaf/Stem Water, Mentha Piperita, Sodium Hyaluronate, Sodium Ascorbyl Phosphate, Menthol, Pentylene Glycol ,Propylene Glycol, Peg-240/Hdi Copolymer Bis-Decyltetradeceth-20 Ether, Peg-40 Hydrogenated Castor, Phenoxyethanol, Ethylhexylglycerin, Caprylyl Glycol, Disodium Edta, 1,2-Hexanediol. May Contain Blue 1 (Ci 42090),Yellow 5 (Ci 19140).
Milk Makeup: Aloe Barbadensis Leaf Water, Water (Aqua, Eau), Glycerin, PEG-150 Distearate, Alcohol Denat., Polyglyceryl-10 Eicosanedioate/Tetradecanedioate, Diglycerin, PVP, Benzyl Alcohol, Sorbitol, Pullulan, Inositol, Betaine, Carbomer, Maltose, Xylitol, Sodium Hydroxide, Sodium Benzoate, Potassium Sorbate, Sodium Phytate, Benzophenone-4, Dehydroacetic Acid, Phenoxyethanol, Agave Tequilana Stem Extract, Sodium Hyaluronate, Niacinamide, Propylene Glycol, Panthenol, Vegetable Amino Acids, Cannabis Sativa (Hemp) Seed Extract, Opuntia Ficus-Indica Flower Extract, Prunus Avium Flower Extract, Citric Acid, Benzoic Acid, Yellow 5 (CI 19140), Blue 1 (CI 42090), Red 33 (CI 17200).
Review
Milk Makeup is slightly thicker, but ultimately, they feel the same on application. I am surprised that both only give a slight level of tack. I always see reviews where people try to say these are like literal glue, but I have never had that experience with Hydro Grip, or any of the elf gripping primers.
I find that elf layers just fine with makeup and skincare, and that makeup applies normally over top. This is where Milk Makeup fails for me. Every time that I use it, I end up with an area of foundation that looks part patchy, part streaky, and I can use my sponge or my fingers to literally push and scrape my foundation away. I have experimented with different foundations and skincare, but it continues to happen in all different places. No matter if I rub or pat Hydro Grip in, or even bounce my sponge over top, this is an issue.
It is important to note that neither of these primers are designed to fill pores. You will need to pair them with a separate, pore-filling primer on your areas of concern. I have an elf Putty Primer vs. Power Grip review that will help you out!
Both primers allow oils and shine through on the t-zone, with normal wear and tear. I cannot say that either primer is truly extending makeup wear time. When paired with a so-so foundation, these primers will not improve the situation. There is some makeup wear time extension when paired with a decent foundation.
Ultimately, these are virtually the same, but elf wins in the layering game and is a definite dupe and improvement. I say, save your money and go drugstore, unless you are super into Milk Makeup’s fancy ingredients. If you are still on the fence about elf for whatever reason, I do detail their primer in my elf Power Grip Primer review.
Below is a comparison chart of the key points:
| Milk Hydro Grip Compared to elf Power Grip | ||
|---|---|---|
| Milk Hydro Grip | Power Grip Primer | |
| Base | Gel | Gel |
| Skin type | All | All |
| Benefits | Hydrates, smooths, glow | Hydrates, smooths, glow |
| Key ingredients | Hyaluronic acid, Niacinamide, Blue Agave, Aloe Water, Cannabis Seed Extract | Hylauronic acid |
| % of pores that it fills | 0% | 0% |
| Finish | Natural dewy, tacky | Natural dewy, tacky |
Shop The Primers
If you can live without the fancy, 94% clean ingredients of Hydro Grip, then you absolutely need to save your money and commit to the drugstore. I am sort of disappointed that I spent $20 on Milk Makeup. Which of these primers do you default to? Until next time, continue to let your true beauty shine.
