Milk Makeup recently took the iconic gripping power of its Hydro Grip primer and turned it into an equally grippy skin tint.

Milk Makeup, known for its multifunctional and "clean" beauty products, has launched a storefront on Amazon. The brand's popular products, including the Cooling Water Jelly Tint and Hydro Grip ...

After completing her Biologique Recherche–heavy skin-care regime, the YouTube phenomenon primes her lids with Milk Makeup Hydro Grip Eye Primer —a product that has really stuck with her since ...

This is Maybelline’s indirect take on a budget-friendly version of Milk Makeup’s viral Hydro Grip primer, which retails for $29 to $38. It is also said to last for 24 hours of wear time.

But the biggest difference IMO? The Milk Hydro Grip is £35 while the e.l.f. Power Grip is £8.99 in the Amazon Spring Sale. No brainer, right?

LOCKED-IN COVERAGE This next-gen longwear formula is packed with the legendary grip of Hydro Grip Primer. So you get 12 hours of buildable light coverage that stays glowy—never greasy. SUPED UP WITH ...

Trending cosmetics brand Milk Makeup has just launched its Hydro Grip Gel Tint, £34, a light, buildable face base that delivers hydration and a dewy finish but – like the now-viral Milk Makeup ...

Popular beauty brand Milk Makeup has just unveiled its Hydro Grip Gel Tint, a lightweight, layerable base that not only hydrates and imparts a dewy sheen but – much like the viral sensation ...

Included in the drop will be the brand’s award-winning Hydro Grip Primer and Cooling Water Jelly Tints. Also included will be the viral lip and cheek stain in a variety of colors.