2025 Popsugar Beauty Awards: 61 Winners, Handpicked by Our Editors

E.l.f. Power Grip Matte Primer ($10)

The E.l.f. Power Grip Matte Primer is basically like velcro for your makeup — your foundation literally clings to this stuff like the ex who's convinced you're the one who got away. Plus, unlike the dry, suffocating feeling you get from situationships, it leaves behind a matte finish that's smooth, velvety, and doesn't let your makeup move an inch. Steamy makeouts? Humid outdoor dates? Sweaty dance parties? This primer's for your back for all of it.