Milani Cosmetics Eyeshadow Primer - Review

Can I say it again how I've been so impressed with drugstore brands have really been stepping it up with their 2013 releases. The product lines really have been rivaling some of the more expensive mid to high end brands. It's so nice to find drugstore counterparts of some staple cosmetics so I'm happy to be reviewing the Milani Cosmetics Eyeshadow Primer. I also got the Ultrafine Liquid Eyeliner and Color Statement lipsticks to review in a bit (the shopping situation was a perfect storm for the Buy One Get One 50% off sale, $4 off $12 coupon, and my need for retail therapy!)

Milani Eyeshadow Primer

Where to purchase: Milani Cosmetics, CVS, Walgreens, Target, Kmart, Meijer, Fred Meyer, HEB, and Kroger
Price: $6.49 for .30 oz/ 9 milliliters 
Do they test on animals? They do not test on animals.
Packaging: The primer is in a gray squeeze tube with a nozzle tip and black cap. It's actually the same packaging as the OCC Lip Tars if you wanted to get an idea of the size.
Product Description: Intensifies and extends the wear of any shadow, over 8 hour wear. A lightweight invisible finish works on all skin tones. The primer helps provide a seamless canvas for eyeshadow application and minimizes creasing throughout the day. Makes any cream or powder eyeshadow long-wearing!

My Thoughts on the Formula/Performance

When it comes to eyeshadow primers, I'm looking for it to prevent creasing and the proof  of performance is really in the picture. The primer lived up to the 8 hour wear and beyond as I tested it for nearly 12 hours. I have naturally oily eyelids and I'm quite impressed with the results, there was a bit of fading on the inner corner and around the edges but there wasn't any creasing at all. The weather in SoCal has been heating up so I was able to put the eyeshadow through a little bit wear.

Milani Eyeshadow Primer 11 hours later

The texture of the eyeshadow primer actually reminds me of new Too Faced Shadow Insurance, it kind of has a thicker creamy, almost moussey consistency to it and does have an invisible finish on the lid. I specify new because after a few months, Too Faced Shadow Insurance separates and although you can shake it back together, it doesn't go back to the original texture. I haven't had the Milani primer long enough to report any consistency changes but I'll update the post if there ever is.

Compared to my Too Faced Shadow Insurance and Darling Girl Cosmetics Primped and Primed Eyelid Primer, the Milani primer doesn't grip the eyeshadow quite as well but it still intensifies the look of the eyeshadow. I'd say for loose eyeshadows, I still prefer my Primped and Primed Primer but for any other types or if I want to use a glitter fixative then the Milani Eyeshadow Primer works just as well. 

There are instructions on the back of the tube that suggests you wait 30 seconds for it to set before applying eyeshadows but I actually thought the primer got a better grip on the eyeshadows if I didn't wait.

Final Thoughts

If you're in the market for a drugstore eyeshadow primer that will prevent creasing, the Milani Eyeshadow Primer fits the bill. At CVS, they often have a Buy One Get One 50% deal or a Purchase $10 in Milani Cosmetics and get $3 Extrabucks deal so I'd probably hold out for one those deals before picking it up!

Disclaimer: I purchased this product myself. All opinions are my own and honest. None of the links in the post are affiliate links.


  1. I will definitely check this out the next time I need an eyeshadow primer and CVS has a sale.

  2. Do you have an ingredients list for this primer? I'm allergic to bismuth oxychloride.

    1. Hi BoobooNinja, the ingredients list on the primer are on the website and bismuth oxychloride is listed under the May Contain section. I'd recommend you avoid it then since you can't be sure, but luckily the Darling Girl Cosmetics Primped and Primed Eyelid Primer doesn't have any bismuth oxychloride so that's an option!

  3. Wow, I want to try this. I agree with you with the Too Faced Shadow Insurance. Mine separated and into the garbage it went. >_< The Urban Decay one is okay, but I still get creasing.

  4. I've never found a drugstore eye primer I really like. I'll have to give this one a try!

  5. I will definitely be getting this if it's available here in Canada.


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