When it comes to everyday beauty staples like eyeliner, eyeshadow primer, mascara, and brow gels, I’d much rather spend my money on affordable products rather than luxury items. Why? With the exception of liquid liner, it is often easy to find basic staples that perform just as well as high-end products.
However, as someone with oily lids, I could never find an eyeshadow primer, luxury or high end, that I’ve loved more than Urban Decay’s Eyeshadow Primer Potion. Urban Decay’s game-changing and iconic eyeshadow primer locks makeup into place all day without creasing, cracking, or allowing the shadow to fade throughout the day. Despite all of these positives, not everyone has the money to spend $24.00 USD on an eyeshadow primer.
In today’s Bad or Rad review, we’ll be exploring Milani’s $7.00 USD Eyeshadow Primer to see if it is a potential dupe for the Urban Decay Primer Potion.
Milani Brand Ethos
Founded in 2001, Milani is an affordable, Cruelty-Free, American brand that takes its inspiration from the art and culture of Milan. Furthermore, even though Milani is a drug store brand, they want their products to embody the style and essence of Milan from their formulas to their packaging, and shade offerings. However, unlike the high fashions sold in Milan, the brand sells their cosmetics at a super affordable price point that all consumers can appreciate.
Moreover, unlike many of the brands that have been trying to feign inclusivity, Milani maintains continuously aims to releases products that reflect the needs of the multicultural, American consumer. And consumers are noticing.
Milani Eyeshadow Primer Claims
The Milani Eye Primer promises to intensify the color of your eyeshadow and increase the wear-time of eyeshadow on the lids. This is intended to be lightweight and crease-proof. Milani promises that this nude primer will make the shadow look smooth on the eye and dry invisibly.
Milani Eyeshadow Primer Price & Packaging
From a packaging perspective, this primer comes in a small grey squeeze tube with a black design imprinted on the packaging. Very simple and minimalist, as there is no special wand or applicator.
Milani Eyeshadow Primer Ingredients & Cruelty-Free Status
Surprisingly, Talc is one of the top ingredients in this primer likely due to the mattifying properties of Talc in cosmetics products. All Milani products are Cruelty-Free and are Vegan.
The full ingredient list here: Isododecane, Talc, Mica (CI 77019), Cyclopentasiloxane, Disteardimonium Hectorite, Trimethylsiloxysilicate, Trihydroxystearin, Polyethylene, Triethylhexanoin, Sorbitan Sesquioleate, VP/Eicosene Copolymer, Dimethicone, Dipalmitoyl Hydroxyproline, Phenoxyethanol, PEG-40 Stearate, Synthetic Beeswax, Propylene Carbonate, Ethylhexylglycerin, Water (Aqua ). +/- May Contain/PEUT CONTENIR: Titanium Dioxide (CI 77891), Bismuth Oxychloride (CI 77163), Iron Oxide (CI 77491, CI 77492, CI 77499).
Milani Eyeshadow Primer Swatch & Demonstration
In the below swatch photos, I’ve squeezed out a tiny amount of product (enough for me to apply to both eyes) and blended the primer on my arm.
The below photo is a demonstration of how a red shimmer shadow from ColourPop swatches over top the Milani primer versus how the shadow swatches over bare skin.
Hopefully, you can see that the shadow applied over the primer looks more vibrant and even in tone than the shadow swatched solely on my bare arm.
Milani Eyeshadow Primer Application & Wear-Time
For the best application, squeeze a small amount of product on your fingers and dab the primer onto the eyelid area. A very small amount of product will go a long way.
Personally, I don’t set this eye primer with setting powder or a nude shadow because I prefer a tacky base (as this makes colors pop more). However, be aware that this may cause the initial color application to need more blending to even out the eyeshadows. Also, this primer is not completely translucent on my skin, so keep this in mind if you have a very fair or medium-to-deep skin tone.
But the real question is: does this help your eyeshadow to pop and to last all day? Hell yeah, it does! In complete honesty, this primer works better than several higher-priced drug store and prestige primers I’ve tried over the years. My eyeshadows look vibrant and last all day (12+ hours) on my oil-slick eyelids without creasing, cracking, or fading. Additionally, this primer doesn’t add any unwanted texture to the eye area.
Where is the Milani Eyeshadow Primer Sold?
As mentioned briefly above, Milani Cosmetics is sold in drugstores and big-box retailers across the US, including CVS Health, Target, Walgreens, Walmart. Additionally, Milani is at specialty beauty retailer, Ulta, as well as online via MilaniCosmetics.com. To purchase the full range of products, visit MilaniCosmetics.com. Currently, Milani only ships to the United States and Canada. Internationally, Milani Cosmetics can be purchased via Beauty Bay and Amazon.
To find the closest Milani distributor in the US, check out the brand’s store locator.
Final Thoughts: Is the Milani Eyeshadow Primer a Dupe for the Urban Decay Eyeshadow Primer Potion
Not only is the Milani Eye Primer the best drugstore eye primers that I’ve used, but it is one of the best primers that I’ve used – period. Funnily enough, on the Milani Website, there is a logo that shows this primer is Jeffree Star Approved. While I don’t watch Jeffree Star, his opinion holds a lot of weight in the online beauty community.
Is this a dupe for the Urban Decay Primer Potion? Yes (and no). From a performance and consistency standpoint, the Milani Primer is a total dupe for Urban Decay’s Original Primer Potion. However, Milani lacks the same formula variety as Urban Decay, specifically in terms of creating extensions that are aimed at aging eyelids or lids with veins and dark spots.
Overall, I recommend the Milani Eye Primer to anyone in the market for a new shadow primer.
Do you wear eyeshadow primer to make your shadows last all day? What is a staple that you love purchasing at the drugstore? Please let me know in the comments below.