Apply Flawless Eye Makeup with Eye Primer

Marissa Shipman serves as the founder and CEO of theBalm Cosmetics, a cruelty-free makeup brand based in San Francisco. Collaborating with her team, Marissa Shipman works to develop new products that meet the cosmetics needs of her customers, such as theBalm’s Put a Lid on It eye primer. 

Eye primer is a liquid- or cream-based product that is used to create a smooth base over which to apply eye makeup. When applied correctly, eye primer also absorbs excess oils on the eyelid and evens out its natural color.

Vibrant eyeshadows, when applied directly onto the eyelid, often lose some of their impact and appear dull. Over the course of the day, they can also collect in creases on the eyelid, creating dark or uneven areas. When eye primer is used, however, these problems are virtually eliminated.

Eye primer should be applied in a thin layer with a concealer brush across the eyelid, all the way up into the brow line. The primer should be allowed to dry for a couple of minutes, creating a clean canvas upon which shadows, liners, and brow products can be applied with minimal effort.