Serum primers usually come as lightweight gels or liquids that feel hydrating, bouncy, or slightly cooling. Some mimic a silicone-like slip without actual silicone. Reported finishes include natural/translucent, dewy/glowy, and mattifying (shine-control) effects.

Serum primers are marketed for a broad range of skin types, including normal, oily, dry, combination, sensitive, acne-prone, very dry, and mature skin.

Serum primers offer several finishes depending on formulation: sheer/translucent, natural, dewy/glowing, and mattifying (hydra-matte) for shine control.

Reviewers and product descriptions commonly mention tacky or slightly grippy textures that help makeup adhere, cooling or watery gel-stick sensations, and lightweight dewy mists that absorb quickly.

Serum-style primers are available in gel, liquid, cream, and spray (mist) forms.

Many serum primers offer travel or mini sizes. Listed net weights in product details include .47 fl oz, .5 fl oz, .59 oz, .81 fl oz, .84 fl oz, .94 fl oz, and 2 fl oz (US), plus other small bottles and sample options.