Maybelline New York Grippy Serum Makeup Primer, Glides On Like A Serum, Up To 24H Wear, Instantly Plumps & Hydrates Skin, +2% Niacinamide, Water-Based Formula, Suitable For All Skin Types (30ml)

The Maybelline New York Grippy Serum Makeup Primer takes a different approach to base prep. Instead of a heavy, matte primer, you get a lightweight serum that actually hydrates your skin whilst holding makeup in place for up to 24 hours.

The formula uses Serum-To-Grip technology, which means it starts as a hydrating serum and transforms into a gripping base once you apply your foundation. You apply it with the included dropper, pat it in with your fingertips, and wait just 20 seconds before layering your makeup on top.

What makes this stand out is that it's water-based and contains 2% Niacinamide. That matters if your skin tends to feel tight or dehydrated by traditional primers. There's no greasy residue and no white cast, so it works across all skin types without fuss. The fresh, lightweight feel is genuinely different from cream or silicone-heavy alternatives.

If you layer makeup regularly or want your base to last through a full day without looking flat by evening, this primer does the job without the heavy feeling. The 30ml bottle is compact enough for travel or daily use.

At the current price point, it competes fairly with mid-range primers. Whether it's a deal depends on what you normally spend on base prep.

The Maybelline New York Grippy Serum Primer is listed at £10.99. This is a fair price for a water-based primer with Niacinamide, though prices can fluctuate on Amazon. Check current stock and reviews to confirm you're getting the best available rate right now.