Milk Makeup Hydro Grip Primer vs e.l.f. Power Grip
primer
Original
Milk Makeup
Milk Makeup Hydro Grip Primer
$36
Sticky, hydrating grip primer.
Dupe
e.l.f.
e.l.f. Power Grip
$10
Save $26 (Save 72%)
"The go-to dupe. Very similar grip and longevity."
My verdict
The e.l.f. Power Grip Primer is one of the most talked-about dupes in beauty for good reason. It delivers the same tacky, gel-like grip that holds makeup in place all day. The texture, application feel, and wear-time extension are remarkably similar. Milk's formula has a slight edge in hydration and skincare ingredients (blue agave, hyaluronic acid), but the actual grip performance is nearly identical. At $10 vs $30, the e.l.f. dupe is the clear winner for most people. Save the $20 and put it toward a great setting spray.