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When it comes to makeup primers, E.l.f Cosmetics knows what’s up. The cosmetics brand is known for its affordable yet quality beauty offerings, but primers have remained its bread-and-butter, which is why they rarely go on sale. Lucky for you, as part of Amazon Prime Day’s beauty deals, the C-Bright Putty Primer, one of the brand’s most viral products to date, is at an all-time low discount of 20 percent off. But hurry, because today is the last day to shop Amazon Prime Day 2023 deals!
The drugstore brand’s C-Bright Putty Primer is making the rounds on TikTok, with users continuing to be blown away by its insanely silky-smooth feel and long-lasting grip — as well as its $9 price tag.
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The TikTok videos don’t lie. One look through the tag “elf c bright putty primer” (which has racked up 95 million views), and it’s clear that this stuff is the real deal. TikTok’s latest beauty obsession is a spin-off of their longtime-loved Poreless Putty Primer. However, the new elevated version is infused with skin-boosting vitamin C that works to rejuvenate dull skin, blur dark spots, and brighten your complexion over time. It simplifies your beauty routine as a two-in-one brightening serum and a face primer for a sweat-proof beat that lasts all day long.
The C-Bright Putty Primer features a velvety texture that gives the skin a demi-matte finish and even canvas for flawless foundation application, with a slightly tacky touch to grip makeup in place. It comes in a universal shade that blends transparently into the skin and is suitable for all skin tones and skin types. One Amazon reviewer wrote that they love to wear it like skin care on a bare face, explaining, “It moisturizes and brightens up my face leaving a light, makeup-free glow with no shine. It doesn’t feel heavy at all!” TikTok beauty creator @rikkisandhuu put the C-Bright Putty Primer to the test over 11 hours of wear time, vouching that her “base was still in place — not a single crease in sight.”
With over 1.6 billion views, E.l.f Cosmetics is one of the most viral beauty brands on TikTok, so you know you can’t go wrong with any of its offerings.
Ahead, shop the TikTok beauty product before Prime Day 2023 is over.
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Meet The Author
Olivia Cigliano is a Commerce Writer & Producer at Footwear News and WWD where she writes shopping content across fashion, beauty, footwear, TikTok style trends, and more. Cigliano received her bachelor’s degree in journalism from Emerson College, and her byline can be found in publications including Elite Daily and CR Fashion Book. She is currently based in New York City, with a beauty stash featuring some of the best viral Amazon makeup finds.
Nikki Chwatt is the Style Commerce Editor for WWD and Footwear News, where she both writes and edits stories on the latest clothing, accessory, and shoe trends for women and men. Chwatt’s writing has appeared in publications such as Editorialist. She is currently based in New York City. Chwatt has updated this story with new information about E.L.F. Cosmetics’ C-Bright Putty Primer, which is at its lowest price ever for the last day of Amazon Prime Day 2023. Learn more about us here.