If you’re a fan of affordable yet effective beauty products, you’ve likely heard of Eyes Lips Face (e.l.f.) and their wide range of makeup and beauty tools. You also probably knew that up until recently, the brand was very hard to find in Canada – I’d only ever seen it in Winners/Marshalls and at the odd beauty supply. And then Target happened.
A lot of people were underwhelmed by the launch of Target Canada, but I was a champion from the start and still consider myself to be a complete convert now that it’s here. Perhaps it’s because my Target is a short walk from my apartment, or maybe it’s because it’s in the same plaza as my go-to Shoppers Drug Mart and gym, but I like to think I love Target for what it has to offer. It’s far less crowded and overwhelming than similar retail stores, and I love the brands available to me when it comes to clothes, accessories, decor, and of course, beauty. They’ve got a decent selection of NYX cosmetics and Sonia Kashuk, to name a few I love browsing.
They finally started carrying e.l.f. products though, so my love for Target only has grown stronger. I headed over to pick up some goodies on a Friday night, and while I was bummed to see the brush selection was below my expectations, there were some brand staples I was pleased to scoop up and start swatching at home.
One of these products was the Studio Mineral Infused Face Primer which comes highly recommended through customer reviews online. It comes in different shades to solve various skin problems – green to adjust redness, lavender to brighten your complexion, a shimmery nude to give an added glow, and finally transparent simply to smooth out the face and make makeup application a bit easier. No matter the shade though, the product is designed to combat excess oil, refine pores and fill in lines.
I tried the transparent product since I use various shades of concealer to brighten and colour correct already. Right off the bat I found the texture very similar to the Smashbox Photo Finish primer – sort of that silky finish that dries quickly. I only needed about two pumps of product to cover my face (equivalent of a nickel size, I’d say) which I applied after moisturizing.
The biggest thing I noticed was how smoothly and evenly my concealer went on, as well as my foundation. My biggest issue when it comes to makeup and skin is my oily t-zone – I have combination skin that’s dry around the edges of my face, but my forehead and nose can shine like the north star by 3 p.m. if I’m not careful! If I find myself reaching for the blotting papers mid-afternoon, I know a product isn’t best suited for me.
Thankfully though with this primer, I lasted for the day. Was it the best primer I’ve ever used? No – I still had makeup rubbing off my chin and cheeks (where I’m notorious for touching my face throughout the day) but unless I’m very careful about where I’m scratching and rubbing that’s always a problem. I still had a bit of shine but that was to be expected – I’ve yet to find a primer that keeps me matte all day, even the $50-a-bottle stuff.
For a mere $8.00 at your nearest Target, this is a great purchase if you’re looking for a basic primer that’s effective and affordable. It’s comfortable, smooths and evens out makeup and overall leaves your face and skin looking a bit better than if you went without.