A good eye primer should do 3 things: allow for a smoother application, keep your shadow crease-free, and make colors more vibrant. Both Urban Decay Eyeshadow Primer Potion and Too Faced Shadow Insurance claim to do this colorlessly and for “all day” or “24 hours”, depending on which brand’s blurb you peruse. At almost identical sizes and price points, is there a standout?
Price: Urban Decay $24, Too Faced $22
Tested October 2019
I dug deeper into the ingredient lists and found that these are almost identical. Both utilize copolymers (with very long and technical names) to coat skin providing a moisture barrier…the same ones used in hairspray. Both also contain talc (moisture absorbing but not great for your skin) and silicone (which provides slip). Honestly, if you told me they were manufactured in the same lab/factory, I wouldn’t be surprised.
As for application, these differ slightly in consistency; the Urban Decay Primer Potion is a bit thicker whereas the Too Faced Shadow Insurance is slightly thinner and less opaque. Both dry down to next-to-nothing and leave no color/trace behind. The Potion comes with a doefoot applicator versus the Insurance which is housed in a squeezable tube. A note on that: I think you’d be able to get the last bits out of the Insurance tube and it’s more sanitary than dipping an applicator back in.
I think you’d be able to get the last bits out of the Insurance tube and it’s more sanitary than dipping an applicator back in.
After an 8 hour day my eye shadow looked just as good as when I applied it. In fact it looked better than most days (since I usually just use concealer as a shadow primer). So all in all, this test made me realize the importance of a shadow primer, just not one of these over the other. Bonus tip: rub any excess on the tip of your nose before foundation and it’ll help keep it from wearing off.