People Say This $19, Crease-Preventing Eyeshadow Primer Is "Great for Old Lids"

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It's perfect for all-day wear, too.

In my observation, many makeup-wearing people eschew eyeshadow the moment they develop fine lines, wrinkles, or crepiness in and around the orbital area. The idea that mature skin and eyeshadow — smokey, shimmery, or otherwise — are incompatible, however, is a downright makeup myth. After all, a bevy of eyeshadow techniques exist to suit every need. Moreover, priming products, like the original Eyeshadow Potion Primer from Urban Decay, are specifically formulated to whittle eye makeup woes — including those that stem from fine lines and wrinkles. If you’ve yet to try Urban Decay’s fan-favorite eye priming formula, consider this your sign to shop: For a limited time, the potion primer is on sale for 30 percent off.

Shop now: $19 (Originally $27); amazon.com


The Urban Decay Eyeshadow Potion Primer is a cream-based formula that preps the eye area for ensuing eyeshadow and eyeliner. In addition to prolonging eye makeup looks, even in sweaty scenarios, the primer glides over wrinkles and creases, creating a smoother base for makeup application on all skin types — including mature skin.

Beauty buffs have buzzed about Urban Decay’s primer for years; more recently, Chrishell Stause (IMO, the shining star of Netflix’s eye-candy real estate show, Selling Sunset) professed her love for the primer.

The primer potion’s vegan formula relies on a blend of various polymers plus synthetic beeswax, which, combined, deliver the easy-glide application and lid-smoothing drydown it’s famous for, per the brand. Initially, the primer potion has a peachy tint; once applied, however, it dries down into a more neutral tone — what the brand calls “transparent” — that’s designed to blend seamlessly on all skin tones. The potion can work some unexpected magic, too: For one, it enhances whatever eyeshadow color(s) you swipe over top, lending a more vibrant, pigmented appearance to your existing shadow shades. Another benefit, according to the brand, is that the primer mixes wonderfully with any eyeshadow, allowing you to whip up a custom cream eyeliner on a whim. 

A little goes a long way: a concealer-sized dab provides enough coverage for both lids. The applicator, reminiscent of a lip gloss wand, allows for breezy, precise application — which proves particularly useful for the relatively small lid area.  

In addition to filling creases and covering crepiness, the primer resists oiliness and moisture — a win for those of us who sweat off our eye makeup by midday. Moverover, the formula functions well beyond the lunch hour, promising a full 24 hours of smooth, fade-free eye makeup. 

Shoppers say the primer delivers on its claims. According to one shopper, who calls it a “good non-drying primer” for mature skin, it “keeps [eye]shadow in place all day,” and glides on “smoothly.” Similarly, another reviewer says it’s “great for mature eyelids” thanks to its creaseless wear. 

Combat creasing, oiliness, and other hindrances that may be holding you back from some of your best eye makeup looks yet: Shop the Eyeshadow Priming Potion from Urban Decay while it’s still on sale.

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