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Urban Decay Eyeshadow Primer Potion - Ulta Beauty
$28.00
In Stock
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About this item
Highlights
- This nude, creamy eyeshadow primer dries translucent to prep for both colorful eyeshadows and natural eye makeup that lasts up to 24 hours on all skin tones, skin types, and eye shapes for any eye makeup look.
- Visibly smooths lids to create the perfect eyeshadow base for vibrant and pigmented eyeshadow application.
- Intensifies the look of metallic, shimmer, matte, and glitter eyeshadows.
- Long-lasting formula prevents eye shadow and eyeliner from creasing and cracking.
- Paraben-free
- Vegan
- Cruelty-free
Description
Urban Decay Original Eyeshadow Primer Potion is a smooth and creamy clear eyelid primer base for vibrant, crease-free eyeshadow looks that last up to 24 hours.
Suggested Age: 13 Years and Up
Color Palette: Translucent
Product Form: Cream
Skin Tone: All Skin Tones
Beauty Purpose: Priming
Recommended Skin Type: Normal
Net weight: .33 fl oz (US)
TCIN: 82678075
UPC: 3605970936099
Item Number (DPCI): 342-02-7017
Origin: Assem USA w/foreign/dom. parts
If the item details aren’t accurate or complete, we want to know about it.
Shipping details
Estimated ship dimensions: 4.29 inches length x 0.98 inches width x 0.94 inches height
Estimated ship weight: 0.04 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
This item must be returned within 90 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
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Guests are saying
This eyeshadow primer is highly praised for its ability to keep eyeshadow in place all day, even for those with oily skin. Many guests appreciate its smooth application and long-lasting effects, making it a staple in their makeup routines. While some have concerns about the applicator and recent formula changes, the overall effectiveness in preventing creasing and enhancing color vibrancy stands out. It's a reliable choice for anyone looking to elevate their eye makeup game.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.6 out of 5 stars with 12147 reviews
75% would recommend
16 recommendations
1 out of 5 stars
29 October, 2025
originally posted on http://www.ulta.com
Better in 2016
I used this all the time years ago. I remember in 2016 that this product was much better. Or maybe I just dont remember paying attention to it allowing my eyeshadow to crease hours later. I love howit goes on sheer because it doesn't feel drying on the eyelid, but I think the product is too oily or something so when your eyelids start to become oily through the day its a recipe for disaster.
1 out of 5 stars
28 October, 2025
originally posted on http://www.ulta.com
disappointment
I used to love UD products but I find myself more and more disappointed in the products. this primer is probably my last straw and won't be buying anything UD again. the packaging is not good and the primer goes on like an oil and does not live up to its claims
3 out of 5 stars
23 October, 2025
originally posted on http://www.ulta.com
Terrible packaging
Doe foot applicator never seems to get enough product on it and maybe I have a bad batch because my eye makeup is still creasing. I've never had this occur with past tubes of this.
3 out of 5 stars
19 October, 2025
originally posted on http://www.ulta.com
Great product, HORRIBLE package!
Yes, thsi is one of the best eye primers. However, i will no longer buy it until UD changes the package. Withthe little wand, you get very little product out. So you end up having to squeeze it out. Over time, unless you keep the threads 100% clean, it wont close all the way so product oozes out making it even harder to keep clean and close. DO BETTER U.D.!!! The U!t@ eye primer packing is the best.
2 out of 5 stars
19 October, 2025
originally posted on http://www.ulta.com
WTH
I chose the age defying one, but the result after applying it is much different than I remember it. It doesn't do much for me except add a layer of sheen and oiliness to my eyelid.
1 out of 5 stars
30 September, 2025
originally posted on http://www.ulta.com
Gross - no stars
Ordered it during a recent sale and it was very disappointing. Gross texture, little product in the tube, and difficult to use wand. Product quality is decreasing at Ulta.
2 out of 5 stars
28 September, 2025
originally posted on http://www.ulta.com
Not what it used to be
I used to buy this regularly when it had the needle point tip to squeeze the product out. I was unsatisfied with the applicator wand. The price went up for less product and does not have same quality. Will not buy this again.
3 out of 5 stars
22 September, 2025
originally posted on http://www.ulta.com
wanted to love it
somehow this product shows all the pores on my eyelids and does not do a great job of priming the lids.
5 out of 5 stars
20 September, 2025
originally posted on http://www.ulta.com
I would definitely buy this product again
Have been buying this product for years and love it. When I stray to something else I can immediately tell a difference. I specially like the skin care it provides to my eyelids along with making my eye shadow stay on until intentional removed.
5 out of 5 stars
16 September, 2025
originally posted on http://www.ulta.com
I use this product everyday!
My eyeshadow stays on all day when I put this on my lids first. It also keeps my shadow from creasing and making. It's a keeper.
5 out of 5 stars
15 September, 2025
originally posted on http://www.ulta.com
I would definitely buy this over and over again.
Definitely the best eyeshadow primer that I've ever used. I would highly recommend it.
5 out of 5 stars
15 September, 2025
originally posted on http://www.ulta.com
I would definitely buy this product again
I have been using this product for years! I love it. Works so well.
5 out of 5 stars
15 September, 2025
originally posted on http://www.ulta.com
I will buy this again and again!
It is the perfect lightweight primer!
3 out of 5 stars
15 September, 2025
originally posted on http://www.ulta.com
Not fond of the wand app
Didn't glide on my eyelids.
5 out of 5 stars
15 September, 2025
originally posted on http://www.ulta.com
This is my go-to
I use this everyday and have for several years. I have to assume it's working well as I have had nearly no change in the skin around my eyes since I started using it. And not only do the anti-aging properties work, but it's a fantastic primer. I can't even remember the last time I had creases in my eyeshadow - whether it be powder, cream or even a creamy blush or contour I'm using for eyeshadow. Love it when it goes on sale. I always buy at least two. Great product! You won't go wrong.
2 out of 5 stars
11 September, 2025
originally posted on urbandecay.com
Bring back the old squeeze packaging
Go back to just the tube you squeeze out. These wands are horrible!!!
1 reply from Consumer Care Center team - 2 months ago
Hi there! Thank you for sharing your thoughts on our Eyeshadow Primer Potion. We definitely hear your concerns about the packaging and have shared them directly with our team. Your feedback is truly important to us, helping us refine and level up our products. Keep exploring UD!
2 out of 5 stars
7 September, 2025
originally posted on http://www.ulta.com
Oily product, not as good as it used to be
This stuff is pricey and oily. You have to move the wand around to mix it up. I still feel at the end of the day my eye shadow is creased. I will not be repurchasing.
5 out of 5 stars
2 September, 2025
originally posted on http://www.ulta.com
2nd time ive bought this product.
Works well!
4 out of 5 stars
31 August, 2025
originally posted on http://www.ulta.com
I would buy this product again.
This product works well but the applicator is hard to use. It doesn' get wnough on the applicator to put on your eyelids. Just wish it had a different way to apply. I would rather squeeze the tub and use it that way where I can get the right amount out to use o each eyelid other than that I love the products ablility as a good primer.
2 out of 5 stars
Thumbs down graphic, would not recommend
20 August, 2025Verified purchase
Arrived USED and no returns accepted
Item quality? 5/5 Used for years? 5/5 Receiving OPENED but not able to return? 0/5 This is a wonderful eyeshadow primer and never does me wrong. If you are buying, buy from Ulta or Sephora directly, Target threw it in the box loose and it was clearly used.