Primer Makeup

Master your base and unlock your signature radiance with high-performance makeup primers. Our celebrity and MUA-approved collection is engineered to blur, grip and illuminate your complexion, ensuring your look stays locked from morning right through til night.

We’ve formulated each face primer to bridge the gap between premium skincare and flawless makeup application. From our airbrushed matte finishes to our renowned luminous glow base makeup, these formulas deliver immediate filter-like results. Even better?...

Master your base and unlock your signature radiance with high-performance makeup primers. Our celebrity and MUA-approved collection is engineered to blur, grip and illuminate your complexion, ensuring your look stays locked from morning right through til night.

We’ve formulated each face primer to bridge the gap between premium skincare and flawless makeup application. From our airbrushed matte finishes to our renowned luminous glow base makeup, these formulas deliver immediate filter-like results. Even better? You're treating your skin to a 100% vegan and cruelty-free face primer packed with skin-loving ingredients every single time you prep. Discover your perfect match and get that ICONIC glow.

COMPLETE THE LOOK

THE ICONIC BASE ROUTINE

Prep is step 1. Pair your flawless canvas with our lightweight base complexions and world-famous setting sprays to lock in your finish.

Step 2: Super Smoother Blurring Skin Tint
Step 3: Prep-Set-Glow Shimmer Spray

Choosing the right makeup primer

Underglaze Long-Wear PDRN Grippy Primer
The finish: plump, bouncy, hyper-hydrated skin with an intense, long-wear hold.
Best for: all skin types - especially if your makeup tends to fade or cling to dry patches.
The secret: infused with PDRN and hyaluronic acid, this clear gel acts like double-sided tape to lock down your base while flooding skin with moisture.
SHOP UNDERGLAZE
Underglow Blurring Primer
The finish: a soft-focus, lit-from-within luminosity that looks like a beauty filter.
Best for: normal, dry or dehydrated skin types chasing maximum dewiness.
The secret: this weightless liquid-gold hybrid glow base makeup is packed with micro-fine pearls to blur texture and give a radiant halo - perfect under tints or worn totally bare.
SHOP UNDERGLOW
Velvet Smooth Pore-Refining Primer
The finish: a silky, cloud-soft, velvety-mattifying finish that controls shine without drying.
Best for: combination, oily or texture-prone skin that needs midday oil control.
The secret: an airy, whipped, balmy primer that instantly melts into the skin to erase excess shine and blur uneven and enlarged pores.
SHOP VELVET SMOOTH

MUA PRO TIPS

✨ Smooth Underglaze all over to grip, then tap Underglow on the high points of your face before your skin tint.
✨ Apply Velvet Smooth to your T-zone to banish oil, and use Underglaze on your cheeks to keep them bouncy and fresh.
✨ Buff Underglow over dry patches and dull spots to blur them out instantly, then let it melt in for a soft-focus finish that still looks like skin.

Primer Makeup FAQs

Is a radiant face primer worth it if I already use a luminous foundation?

Absolutely! Glow base makeup gives a multi-dimensional, true lit-from-within radiance rather than a flat, superficial shimmer. While a luminous skin tint sits on top of the skin, our Underglow Blurring Primer infuses the skin surface with deep hydration and micro-fine pearls.
It creates a seamless layer that prevents your foundation from sinking into fine lines, amplifying your natural glow. For the ultimate dewy complexion, layer it under our Super Smoother Blurring Skin Tint and finish with a spritz of Prep-Set-Glow Spray.
Why should I choose a certified vegan face primer?

Going vegan with your skincare and base prep doesn't mean compromising on performance. Choosing a clean, cruelty-free, vegan face primer ensures your skin is being prepped with high-quality, plant-based, and skin-loving alternatives that don’t test on animals. At ICONIC London, our entire collection of products is proudly 100% vegan and cruelty-free, meaning you get red-carpet-ready results with total peace of mind.
Why is my makeup pilling after applying primer, and how can I stop it?

Pilling usually happens when your skincare products and your primer makeup don't play well together, specifically when heavy oil-based formulas clash with water-based ones. ICONIC primers are lightweight, skin-compatible formulas designed to layer flawlessly. To completely avoid pilling, allow your moisturiser and SPF to fully sink in for 2–3 minutes before smoothing on your face primer. A little primer goes a long way, so use a pea-sized amount and pat it into the skin rather than rubbing aggressively.
Do I apply primer before or after my skincare and sunscreen?

Always apply your face primer as the absolute final step of your skincare routine, and the first step of your makeup routine. This means it goes directly over your thoroughly absorbed daily moisturiser and SPF, acting as a protective, smoothing shield that keeps your skincare locked in and your foundation or Radiance Booster locked on.
Can I use ICONIC primers around my eyes to help my concealer stay put?

Yes. While you should avoid your direct lash line, smoothing a tiny amount of our hybrid glow base makeup formulas or the grippy gel under the eye area works wonders. It hydrates the delicate skin texture, prevents your Radiant Concealer & Brightening Duo from settling into fine dry lines, and keeps your eye area looking instantly wide awake.