New Releases 2025

A soft pink gradient background, transitioning smoothly from a deeper pink at the top to a lighter, almost white pink at the bottom.

Released in 2025.

Loved by Our Queens. 

  1. Prime Prometics PrimeEyes Eye Brightener in Violeta, a violet shimmer stick shown on a white background
    PrimeEyes Eye Brightener
    (4.9)

    True soft-mauve with hidden pearl. Illuminating eye tint.

    A solid, light beige background with no visible objects, patterns, or text.
    Champagne
    Champagne New
    Satin Bronze New
    Violeta
    Vanilla (Matte)
    True Neutral (Satin Matte)
    Vintage Mauve (Matte)
    Timeless Taupe (Matte)
    Toffee (Matte)
    Cocoa Noir (Matte)
    Espresso (Satin Matte)
    Emerald (Satin Matte) New
    $28
  2. Prime Prometics PrimeEyes Eye Brightener in Afterglow, a warm shimmer stick shown on a white background
    PrimeEyes Eye Brightener
    (4.9)

    Muted greige-taupe with a pearlescent sheen. Luminous eye tint.

    A solid, light beige background with no visible objects, patterns, or text.
    Champagne
    Champagne New
    Satin Bronze New
    Afterglow
    Vanilla (Matte)
    True Neutral (Satin Matte)
    Vintage Mauve (Matte)
    Timeless Taupe (Matte)
    Toffee (Matte)
    Cocoa Noir (Matte)
    Espresso (Satin Matte)
    Emerald (Satin Matte) New
    $28
  3. A blue eyebrow pencil with a brown tip and a brush on one end, standing upright against a white background. The text on the pencil reads mini brow pencil taupe.
    PrimeBrow Pencil
    (4.9)

    Effortless brow confidence. Ultra-fine tipped pencil perfectly mimics natural eyebrow hair for a polished look.

    $28
  4. A blue and purple retractable eyeliner pencil with chevron patterns and the word prime printed on the body, shown standing upright on a white background.
    PrimeEyes Glide Eyeliner
    (4.9)

    Water-resistant and smudge-proof eyeliner. Lift, define, frame your wise eyes with velvety, deep color.

    A solid dark brown color fills the entire image without any patterns, objects, or visible textures.
    Mulberry
    Mulberry
    Deep Burgundy New
    $28
  5. A blue tube of primelash mascara with the wand applicator displayed next to it, cap removed, revealing the brush coated with product. The tube features bold white text branding.
    PrimeLash Mascara
    (4.9)
    15 000+, 5* ratings. Pro-age best-seller separates & elongates short lashes. Healing formula for 3x lash thickening. All-natural. Lush lashes like never before.
    A solid dark brown color fills the entire image without any patterns, objects, or visible textures.
    Mulberry
    Mulberry
    Smoky
    Emerald
    Deep Burgundy New
    $28
  6. A blue and beige tube labeled priimeskin CC+ Cream with a silver cap, standing upright on a white background. The tube indicates it contains 1 fl oz (30 ml) and is in the Fair shade.
    PrimeSkin CC+ Cream
    (4.9)

    Water-resistant and smudge-proof eyeliner. Lift, define, frame your wise eyes with velvety, deep color.

    A solid light beige background with no visible patterns, objects, or text.
    Ivory
    Ivory
    Medium
    Golden Medium
    Tan
    Tan Rich
    Rich
    $46
  7. PrimeSkin Foundation Brush hero shot, the over-50 makeup brush built for sensitive, mature skin
    PrimeSkin Foundation Brush
    (5.0)
    The over-50 brush you’ve always wanted. With ultra-soft vegan bristles for seamless blendability.
    $35

Why Shop Prime?

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Cruelty Free

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Supports Chemo Warriors 

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30-Night Money Back

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Priority Shipping

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Hypoallergenic

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ph Balanced

Seen On followed by the logos of Vogue, Good Housekeeping, Cosmopolitan, and Today on a light background.
The words Seen On above the logos of Vogue, Good Housekeeping, Cosmopolitan, and Today, all in light blue on a white background.
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Cosmetics with Heart

How Your Purchase Makes a Difference

For every product you purchase, we donate to help a woman thrive.

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Fight Cancer

Equipping charities that help breast cancer survivors live with dignity.

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Salute Women On Frontlines

Expanding our drive to support women on the medical frontline.

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Stop Misinformation

Investing in bodies that print accurate information to educate mature women.

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Commission Research

Choosing the best talent in R&D to design cosmetics that use science to heal.