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Why We Prime

Primer is one of those puzzling products that occupy the space in the Venn diagram between makeup and skincare. While we love primer, we know that many of our customers skip this step. So why do we prime? Well gather ‘round and we’ll tell you.

Think of primer as a base for every makeup step that comes next. Primer helps your makeup last longer, combats excess shine, and allows you to use less product overall.


Smooth + Prime

Our  Smooth + Prime includes Clary Sage Water, an essential ingredient in ancient medicinal practices, which has been shown to help even the look of skin, regulate oil production, and calm skin irritation and inflammation. In Smooth + Prime, we’ve paired Clary Sage Water with olive-derived squalane for a truly smooth application.

If the above was TLDR, we got you— below is a short list of stand out ingredients in our Smooth + Prime:

  • Squalane is an olive-derived botanical lipid that leaves your skin feeling soft and silky.
  • Silica absorbs oil and leaves a fresh matte surface for your makeup.

  • Clary Sage Water is an ancient homeopathic remedy used to soothe inflammation.

To use: Following your normal a.m. skincare routine, apply a dime-size amount of Smooth + Prime right after moisturizer to help seal in moisture. You can apply it with your fingertips, or use the Soft Focus Brush to lightly blend it in. Allow the primer to set for about a minute, then apply your makeup. Smooth + Prime is ideal for those with oily or combination skin. It’s vegan, gluten-free, and fragrance-free.


Our Balancing Primer Powder is another option for those who like to prime it, prime it. Formulated with just four ingredients including incredibly absorbent Kaolin, Balancing Primer Powder is a silky-smooth mattifying powder that keeps your Satin Matte Foundation looking fabulous.

Balancing Primer Powder is ultra-lightweight, gentle, breathable, and absorbent. You'll probably find that less Satin Matte Foundation or Pressed Foundation is necessary after you apply Balancing Primer Powder.

To use: Apply a light layer to the oil-prone T-zone, or in a sheer layer over your entire face, and follow with Satin Matte Foundation or Pressed Foundation. One caveat is that we don’t recommend applying Liquid Silk Foundation over Balancing Primer Powder; Liquid Foundation is a better pair with Smooth + Prime. Happy Priming!

Benjamin Crudo

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