e.l.f. Cosmetics, known for OMG value, unveiled today its most colossal launch yet: the limited-edition Mega Power Grip Primer. A supersized version of the original viral sensation, Power Grip Primer, that's a staggering 50 times larger than the original. This mega beauty innovation is exclusively available during e.l.f.'s first-ever "Prime-r Day" on TikTok Shop, creating an unforgettable surprise and delight moment for Power Grip Primer fans while delivering the same sticky formula the community loves.
As part of e.l.f.’s "Prime-r Day" celebration on October 7, 2025, the mammoth Mega Power Grip Primer drops on TikTok Shop for $11 — same as the original 0.8-ounce Power Grip Primer — while supplies last. Power Grip Primer is the No. 1 item in mass color cosmetics,* emphasizing the community’s love for the product. This limited-edition behemoth is intentionally priced at the exact same cost as the original — despite containing 50 times the amount of product — is a value proposition that beauty enthusiasts simply won't believe until they see it.
At e.l.f., we believe makeup should be fun, accessible and occasionally larger than life. Power Grip Primer has skyrocketed to viral fan-favorite status for its unmatched ability to create the perfect canvas for makeup application. With the Mega Power Grip Primer, we're amplifying what our community adores to an extreme new level, bringing a massive dose of playfulness into beauty routines in an unexpected way.
"Prime-r Day" highlights the community-driven phenomenon of the holy grail Power Grip Primer with something genuinely extraordinary that embodies the spirit of both e.l.f. and TikTok. The Mega Power Grip Primer maintains the original's beloved gel formula with skin-loving ingredients, but in a statement-making size that beauty enthusiasts won't be able to resist.
One Power Grip Primer is sold every three seconds.** Now, imagine that at 50X speed! The Mega Power Grip Primer will be available exclusively on TikTok shop starting at 9am PT/12pm ET on October 7, 2025, in the U.S. and 6pm GMT on October 9, 2025 in the U.K.
Miss the drop? The Prime-r Day celebration will continue with a MEGA giveaway, kicking off October 8, 2025 on @elfcosmetics Instagram and @elfyeah TikTok. There will be 20 Power Grip Primer Megas that sticky stans can enter on our social channels for a chance to win.
*e.l.f. Cosmetics claim based on data reported by NIQ through its Scantrack Service for the Color Cosmetics category for the 52-week period ending September 6, 2025 for US xAOC according to e.l.f. Cosmetics custom product hierarchy. Copyright © 2025, Nielsen Consumer, LLC.
**Internal e.l.f. data based on units sold globally over the last 52-week period ending 9/20/25
