We Compared This Best-Selling Milk Primer with a $10 Beauty Dupe

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Beauty dupes are everywhere. The question is: Which products are worth the splurge (and which aren’t)?

On the latest episode of PureWow’s YouTube series What the Dupe, Creator Matthew put Milk’s best-selling Hydro Grip Primer to the ultimate test by comparing it with a drugstore alternative by E.L.F.

In the What the Dupe episode (see above), Matthew explained that both products have a sticky consistency. He said, “It’s advertised as a gripping primer, so it’s going to grip your makeup. So, obviously, it has to have a little bit of a stick to it. But it doesn’t bother me.”

Matthew noted that the E.L.F. primer is much thicker than Milk. “This one feels a lot stickier—a lot more tacky than the other one,” he added. “But this one doesn’t have a scent at all.”

But unlike E.L.F., the Milk primer has a strong aroma that Matthew couldn’t get past. “It does smell like Elmer’s Glue though,” he said. “If you’re triggered by scents, I don’t know if this is the one for you.” Watch the full episode above to see the results and keep scrolling for details on each product.


  • “Crowd favorite”
  • More product (1.52 oz)


  • Slightly dehydrating
  • More expensive


  • Less expensive
  • No scent


  • Less product (1.01 oz)
  • Thicker, stickier consistency


Senior Editor

Greta Heggeness is a California-based editor at PureWow and has been writing about entertainment since 2015. She covers everything from awards shows to exclusive celebrity...