Eyeshadow Primer Potion

Eyeshadow Primer Potion is rated 4.6 out of 5 by 3298.
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Eyeshadow Primer Potion

Eyeshadow Primer Potion

Eyeshadow Primer Potion is rated 4.6 out of 5 by 3298.
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Product Benefits

This award-winning, creamy eyeshadow primer ensures your shadow stays vibrant and crease-free all day.

Customer favorite
Easy application
Long wear


Create endless eye looks that last with our not-so-secret weapon, Eyeshadow Primer Potion.

This creamy eye primer keeps your eyeshadow crease-free, your eye color vibrant, and your application smooth. Formulated with polymer technology, this vegan beauty essential serves as the perfect base for your eyeshadow and eyeliner, filling in any surface imperfections and prepping lids for all-day wear. 

Ingredient callouts:





  • Apply just a touch of this formula before your shadow for more vibrant color and crease-free, all-day staying power.
  • Mix with your favorite eyeshadow or 24/7 Glide-On Eye Pencil for crease-free, custom cream shadows and liners.

Full ingredient list



  1. Start by dabbing Eyeshadow Primer Potion to the back of your hand.
  2. Add your favorite shadow shade and mix together.
  3. Magic: Your new favorite cream eyeliner has been created!

partners in crime

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Eyeshadow Primer Potion
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All About Eyeshadow Primer Potion | Make Your Makeup Last

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Rated 4 out of 5 by from Mixed Feelings I do believe this will be the best primer on the market for most, but not all. If you naturally have oily eye lids, then this may not be the product for you. I find this primer to be of thin consistency (which is nice) but the texture leaves an oily feel to my lids, even when using a small amount. I do believe that if your lids aren't naturally oily, this will work great for you. Overall, it does do the job with grabbing eyeshadow colors and making them stay. I like using it best with shimmer/metallic colors. With matte shades (especially light ones), the shadow can cling to the oils and get a bit cake no matter how much you blend and smooth.
Date published: 2016-02-25
Rated 3 out of 5 by from BRING BACK SIN! Why would anyone stop selling a product that everyone loves??? I was very disappointed when I went to purchase sin only to find that there was only "minor sin" available to buy. Not to mention I hate the applicator on minor sin. I was perfectly happy squeezing it out and applying it with my fingers. Also for some reason there is this new burning sensation i feel when I apply minor sin. I've never had that sensation with sin. Please do us all a favor and bring back sin. Minor sin....is exactly that MINOR....I NEED FULL FLEDGED SIN haha... ;p I'm also super upset I missed the sale to buy my long lost product. :(
Date published: 2015-09-04
Rated 5 out of 5 by from HG Shadow Primer Compared to other similarly priced high end brands, UD blends more easily and is better at resisting creasing. I miss the original formula of Sin though, I liked that it was pigmented enough to use on its own as a cream shadow. I'm hoping that UD eventually comes out with a pure white version of this primer, to use as a base for bolder colors like the electric palette (I use another brand when I wear brights, because the white makes the pigments a little more true to pan, but the other brands crease and just don't have the staying power of UD). It would also be amazing if UD came out with a new slightly stickier formula for use with the mooniest shadows.
Date published: 2016-09-12
Rated 3 out of 5 by from Minor Sin Eye Shadow Primer not as nice as Beloved SIN Eye Shadow Primer Sin eye shadow primer is gone and Minor Sin is not as nice in comparison. Sin eye shadow primer really lasted well. It was so nice that it could be worn alone as it brought light to the eyelid area. Then all of a sudden it disappeared off shelves in stores and from the Urban website without a warning. Minor sin is a little more peachy and not as shimmery or pink. I miss SIN! Also, the new packaging gives you a smaller amount of eye shadow primer for the same price. The former primer came in a squeeze bottle while the new primer comes with a built in spongy applicator. The applicator comes off in the new squeeze bottle, making it difficult to get the product out. This product is still good but was better.
Date published: 2015-05-24
Rated 3 out of 5 by from Great product, terrible packaging update Old UD primer would have gotten five stars easily. I was due for new PP's and bought a few in the new packaging. Formulas are great, especially on Enigma, but UD, seriously, a doe foot applicator? First of all, it's unsanitary, I wind up swatching it on the back of my hand and then put it on with my finger, because I don't need that doe foot contaminating the whole tube. I really don't see myself using the applicator itself on my eyes, it's just not the way to get a good amount. Please listen to your UD junkies and change it back on the next batch! Also disappointing to see the same price on less product, don't pull the tricks other retailers do! We're intelligent chicks :) Thank you, off my soapbox.
Date published: 2015-06-06
Rated 5 out of 5 by from Great Primer Bad Wand I remember the first time I used UD Primer potion. I had gone out with the girls and after a long night we ended up sleeping in our makeup. When I woke up my eyeshadow was intact. I didn’t wake up looking like I'd had an exorcism (LOL). I have been a hardcore fan since then. I didn’t care for the Genie bottle so when UD switched to the squeeze tube I was so happy, but when you guys put the wand back it was so disappointing. I feel like the wand is unnecessary as we still end up patting out the product with our fingers. Please change it back. This is a great product being overshadowed by bad packaging.
Date published: 2015-09-03
Rated 2 out of 5 by from Poor revamp I am going to join the multitude of reviews on UD site, sephora, ulta etc in saying that this latest repackaging was HORRIBLE! I loved sin as a primer for the Naked3 (pink based primer with pink based nudes). But minor sin is so far apart from sin in color and texture, it it misleading to actually use the "sin" in the title! Also, the applicator, which is a reversion back to the old potion packaging, makes contamination more likely, reducing the shelf life of the product to that of a mascara. I am hoping if enough people say the same thing, UD will bring back Sin. I loved the primer potion and have been using for years but this is very disappointing and I am hoping that UD will listen to its reviewers.
Date published: 2015-09-03
Rated 2 out of 5 by from Please!! Please urban decay, I adore your products and absolutely love the primer potion, it has always been the best on the market, I've recommended it to so many people as a makeup artist and they all loved it, also I bought it for my mom who ALWAYS complained about not being able to ever wear makeup because her eyes are watery and oily and she could wear eyeshadows and eyeliners again, it changed her world!! But the new formula and packaging is just not okay.. Please, change it back, this was your absolute best, most popular and used product, but that's gonna turn if you don't bring it back.. both for your sake and every woman and whoever in the world who wears makeup's sake, this was a gift to all of us.. Pretty pleease
Date published: 2015-08-21
Rated 5 out of 5 by from I can't live without it! I've been using primer potion since the 6th grade, and it is my all time, can't live without, might-have-to-commit me-if-it's-discontinued, favorite. What's so great about it is that I don't have to worry about creasing, fall out, fading OR transfer. No other primer has ever been that multitasking. The other thing that's awesome, is if you buy minor sin (which I obvi do) it can double as a shadow unto itself, (granted I love my collection of UD shadows so I rarely just wear the primer but it's helpful). I do sort of miss when it was just a squirt tube and not an applicator but that's a minor flaw. All around it's a fantastic product and worth every penny!
Date published: 2016-08-01
Rated 2 out of 5 by from SO disappointed in this "update" of the product I have LOVED Urban Decay Eyeshadow Primer Potion in the "Sin" shade for years now. It was the perfect color and consistency, and worked beautifully. I was so disappointed when I discovered that my beloved product had been discontinued for this "update". The color of the "Minor Sin" is much lighter and the consistency is much more watery, making the product less useful to me as I have to use more to get a good coverage. It seems to be more cakey/less smooth than the old formula and I hate the "doe's foot" applicator. I don't understand why you would change a product that was popular and worked well, especially for this inferior version of it. PLEASE bring back the old color and consistency!
Date published: 2015-11-02
Rated 5 out of 5 by from Still the best This was the first eyeshadow primer I ever saw, the first I ever used - and even though I've tried others, I always come back to it. Still the best. I've used both Original and Eden - Original blends in invisibly, Eden makes my lids a bit more matte and even toned. Very happy they changed the packaging from the "genie bottle" to the squeeze tube now used, it's way easier to get all the product out! (Also noticed they've changed it once again - I like how it's still in a tube, but they added the applicator back) Makes eyeshadow apply much more smoothly and color looks more vibrant, and makes it last all day. When it comes to eye makeup, Urban Decay is the best all around.
Date published: 2015-09-12
Rated 2 out of 5 by from I miss SIN I never write reviews on products, but I really loved SIN. The minor sin isn't so bad, and I'm sure if I hadn't used Sin first and had something to compare minor sin to, then I might like the minor sin. But, minor sin just can't even come close to measuring up to how great Sin was. I loved the shimmer it added, which made it different from all of the other eye shadow primers. The new minor sin has a touch of shimmer, but not enough to make it much different than any other primer out there. I'm just writing this review in hopes that if a lot people write about this, they might bring back Sin.
Date published: 2015-09-22
Rated 4 out of 5 by from color: Minor Sin I like the new packaging because you have the option of using the doe-foot applicator, or you can also squeeze it out if you prefer. My only complaint is on the color Minor Sin. I liked the original Sin for its uber shimmery goodness, but now it's alot more sheer than the old and I have to use more product to get an Ok amount of shimmer whereas, the other formula, I would use a teeny bit and that would be more than enough. Pleeeeaaaaase Urban Decay, put the old Sin in this new packaging. The longevity of the product is still awesome, so thank goodness for that!
Date published: 2015-04-22
Rated 5 out of 5 by from A Makeup Staple All these years of dealing with creasy eyeshadow like a chump when all I needed was a bit of this on my lids (works on lower lash line as well)! Urban Decay does not exaggerate their claims on this product, it really does work. My oily lids don't ruin my shadow at all, not even on warm, summer days. It works with all of my UD shadow, even the Moondust glitter stays on well. If I had one small critique though, it would be that it is ever so slightly a little sting-y, but I never had a negative reaction (if anyone would react negatively to this it would be me, my skin is ÜBER sensitive) or bad side effects. This is a winner and I will never be without it.
Date published: 2017-01-02
Rated 2 out of 5 by from I prefer the old formula and packaging I received samples of the the Original, Eden, & the Anti-Aging primer and I loved all three. I bought the anti-aging, but UD had released the new formula and new packaging. The Anti-Aging was oily and clumpy; I thought maybe I just got a bad tube, so I bought the Original. I hate the applicator and I hate the formula. The applicator wastes product. With the old formula, you could just use it instead of eyeshadow, this new formula is oily and does not have pigmentation. I'll try another primer once this runs out.
Date published: 2015-07-27
Rated 4 out of 5 by from Wonderful Product, poor packaging I have purchased this primer several times and it will always be a favorite product -- does its job beautifully, no flaws in the slightest ... except the packaging!!! It's cute, but I just started a new tube, and for the second time in a row, the little crystal lid topper has come off, leaving nothing to protect the very weak plastic lid beneath. One turn to cap the tube and the lid is cracking to smithereens, which means my almost brand-new tube won't last a fraction as long as it should. Again: not a flaw in the product itself, I recommend it to everyone! But the packaging is a let-down in a way I trust UD products not to be.
Date published: 2019-09-09
Rated 3 out of 5 by from Great Product, TERRIBLE applicator This product works very well. My eyeshadow stays cemented to my eyelids all day. However, right away after purchasing I noticed that the cotton tipped applicator was starting to shred whenever I took the stick in and out of the tube. Pretty soon, I won’t be able to use this product because I will be left with a plastic wand. I contacted customer service, but they only provided me with the return policy for Sephora (understandable). But what really got me was when the representative told me this isn’t a common issue with the product. In just a few minutes of scrolling through reviews, I found multiple people complaining about the same thing. It just didn’t sit well with me.
Date published: 2018-02-28
Rated 2 out of 5 by from Go back to the old formula!!! I used the old nude and the old sin until this summer, when they ran out and I thought nothing of replacing with the ones newly on shelf. What a mistake urban decay has made. Not only did they reduce the amount you get for same price, they changed to a stupid lip gloss type wand. Now even with that would still be ok, but they changed the color radically! Instead of heavy pink based shimmer sin, it has become a thin, orangey gold that goes on in smears. Color is awful! It does nothing for naked3 colors for example. If I wanted cheap, runny gold primers I would have bought from a department store old lady brand!!! Urban, wake up, if women are paying 100 bucks on eBay for the old sin, while this new junk sits on the shelf, you messed up. Bring back old formula at least!!!!
Date published: 2015-08-13
Rated 1 out of 5 by from Don’t buy I love UD and have just about every product they offer. The eyeshadow primer potion used to be amazing but I guess the formula changed. I returned one I just ordered because it’s thin and watery. It’s not the nice thick cream from before. When I returned it I complained saying that it must be old. I wasn’t told that the formula changed. Now I’m onto my 2nd tube and it’s the same way. Not happy with this new blend. It doesn’t keeps my eyeshadow from creasing and it is way too thin. I’ll be returning this tube as well and looking for a new brand.
Date published: 2019-09-13
Rated 5 out of 5 by from Great Product! I first received this product as a mini and also as a sample pack of all the shades. I loved how it worked and have purchased the full sized 'original' multiple times. I have definitely noticed my shadow staying on longer, even after a long night out. My advice is to be cautious with application: I have gotten it up on the side of my nose (by my eyes) and didn't notice until the shadow stuck to it and it is tough to get off! I end up needing to use a small amount of makeup remover and then touch up my foundation when this happens. But I will take the occasional application mess-up for the AWESOME staying power any day!
Date published: 2016-09-27
Rated 4 out of 5 by from Definitely worth having I really enjoyed this product. It was a little messy to use at first,but playing around with it, I was able to find how much works for me. I used my finger to blend the product over my eyelid. What I really liked about it was that I could use what was left on my finger after I blended it near my brow bone to make eyes brighter.i'm a big fan of all the glitter and sparkly colors so I think this helps make the colors stand out more than the normal primer. I would not use this as a every day go to primer. This would be more for a fancy eyeshadow date night kind of look. Unless of course, you are like me and love to experiment with all kinds of shades all day every day!!!
Date published: 2017-05-06
Rated 2 out of 5 by from Slight Disappointment I have used the original color primer at Sephora just to swatch colors on my hand and I loved it, so when Sephora had 50% off the old package squeeze only primer, I bought one in Eden. I used the primer to swatch my Vice LTD palette and it worked great. This morning I put the primer on my eyelids and the area under my eyebrow. In some spots it's cake-y. Also, my eyes will not stop watering today and the primer does NOTHING to save my eyeshadow. I've reapplied some eyeshadow in the same spot at least 4 times within an hour and a half. I think as long as your eyes aren't watery, the primer will help
Date published: 2015-04-21
Rated 2 out of 5 by from Changes I work in the make industry and use this product daily. I use it on my own make up and while working with guests. They have changed something besides the packaging. The formula is different with this new primer. And it's not a positive different. Their eyeshadow primer was my favorite and I sold at least 5 bottles a day. Now I'm finding other products to recommend to my guests.
Date published: 2015-04-27
Rated 5 out of 5 by from Good Primer I have two eye shadow primers that I use...this one and Too Faced Shadow Insurance. I have had the Too Faced one longer and have always liked how my shadow has held up (almost 24 hours of wear while shopping till I dropped Black Friday), but I love the UD brand just a bit more so when I was able to snag one of these this past Black Friday I was over the moon. The products work very similarly and I feel UD blends in more smoothly. I have not had another marathon day to test how it wears yet, but for the 8-9 hours that I have worn it there has been no creasing or separating. I'm happy with the product and will continue to use it.
Date published: 2016-12-15
Rated 1 out of 5 by from I used this for so many years in the color sin. It was amazing I didn't have to use eyeshadow I would just use it as a cream eyeshadow and it really popped and brightened my eyes. Loved it when it was in the squeezable tube, I noticed when packaging changed so did the product. It used to be thicker and creamier and application would look amazing. I just got it again like a month ago to try it again and the product seems like it changed even more. The color isn't as vivid as it used to be, it's not really creamy or buildable like it once was and it dries and cracks on the lid looking very unappealing. Biggest disappointment.
Date published: 2020-03-31
Rated 5 out of 5 by from Can't live without it. I've been using this product since it was introduced (and before that, the cool shimmer stick!). This container is the best iteration so far in my opinion. I was miserable when sin was replaced with minor sin, and considered looking for a new primer. This review is mostly to say THANK YOU, UD for bringing back sin. Sin is great for wearing on its own, for a very lightly made up look, but is equally great for its intended purpose as a base. I've used this for so long that I'd honestly forgotten that eyeshadow creases, until my mother complained about hers. Guess what she's getting for Christmas :) So in summary- buy this!
Date published: 2017-11-07
Rated 5 out of 5 by from Really Keeps Eyeshadow in Place! With the combination of oily skin and living in a humid environment, eyeshadow has always melted off my face or ended up caked up unattractively in the creases of my eye. Not any more! This product not only makes my eyeshadow stay where I put it, but actually makes my eyeshadow appear brighter, and keeps my look fresh all day! I also like how a little bit of product goes a long way, and this tube lasts a really long time. The new applicator keeps me from applying too much, so I don't mind that either. Personally, I use the applicator to swipe the product onto my eyelid, then I use my finger to smooth it all over the lid.
Date published: 2016-05-07
Rated 4 out of 5 by from Great product, but not the same as the original I first tried this product when I got a sample pack including the original Sin primer. I loved it then and was disappointed when I had to purchase a revised product instead of the original. Despite my apprehension I find that Minor Sin serves me just as well and I am just as much in love with this product as ever! My eye make up stays in place all day and on the occasion that I fall asleep with my make up on it lasts through that as well! The only reasons it received less than five starts from me are because I do not need the applicator now included and because I wish it was more pigmented. With a color this transparent I sometimes feel like I could have bought the Original formula and received the same results.
Date published: 2016-01-21
Rated 1 out of 5 by from Change Your Formula Back! This used to be the ONLY eye primer that would prevent my mascara from rubbing off where my eyelashes touch my skin, directly under my eyebrows. UD changed the formula recently, it used to be thick and squeezed from the tube and now it is much thinner with an applicator tip. The new formula no longer works and I have mascara smudges within 30 minutes of applying. I have tried so many products and this was the only one that ever worked for me. Please, please, please change the formula back!
Date published: 2018-01-27
Rated 5 out of 5 by from REALLY IMPRESSED I received the primer as a sample along with some shadows i ordered. The next day i applied primer potion to one eyelid but not the other and then went along with my daily makeup routine. I immediately noticed that the shadow on top of the primer looked MUCH brighter and definitely popped! I had never used primer with my shadows before and was curious to see how much of a difference it made. Fast forward 10 hours to me getting home from work to wash my face. The lid that had primer potion had not budged whereas my other lid had lost a lot of pigment and was full of creases. I was sold. I will be buying this regularly and will never look back. I am extremely impressed with this product.
Date published: 2016-05-21
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