British brand, Prima, has such a heartwarming story behind it. In 2016 the founder was lying in a hospital bed, hours from death and thinking about what she would have liked to have achieved. When she made a full recovery she went right ahead and fulfilled one of those life regrets by turning it into a reality – her own makeup brand. Two years later Prima is going strong, ships to numerous countries and is sold online and in some branches of River Island. It’s a highly affordable range that’s also cruelty-free, paraben-free and vegan.
They very kindly sent me some items to try, including the immense She Said Yes palette, adorably named to celebrate founder Emma’s wedding. There’s twenty-eight metallic shades and seven pressed glitters, all for £27.99, making this a total bargain. Some of the shades swatched a little drier than others, but everything looked good on the lids and blended well. They are truly pigmented and long-wearing.
Prima see pressed glitters as their forte, and these are the ultimate eye-wear for the festive and New Year party season. They are hard to swatch as they come with a built-in adhesive that needs to be gently pressed on rather than swiped. But I wanted you to get a sense of their sparkly intensity. Mermaid’s Tail, the second from bottom (below) is my fave. It looks almost clear in some lights and then bam! The light shifts and it’s a green-blue-yellow like nothing you’ve seen before. How cool would that be for festival looks? All the glitters are amazing, and they’re sold separately too (£4.50) if you’re not after a whole palette.
Prima also sent me their Glow Up! Illuminator Drops, a liquid highlighter that comes in four shades. This is Pearl (below), a cute silver with pink tones that’s perfect for my pale skin. I’ve swatched it thick, and also blended out and it’s just really pretty and very comfortable to wear. Below that is a swatch of the Diamond Metallic Eyeshadow which comes in three shades (this is copper) and are a mixture of shimmery eyeshadow with added glitter. You definitely need a glitter glue for this (I used Too Faced’s) but I love it – it’s a slightly toned down version of the pressed glitters if they’re a bit too extra for you.
I really recommend checking out Prima’s Black Friday deals and their new Christmas offers, which include savings on quads, palettes and their cute festive glitter eyeliners that look like colourful craft supplies. Prima is perfect for Xmas shopping if you’re after a gift set or giant palette for a beauty fan, or maybe some little extras for stocking fillers. Though of course we all know that Christmas shopping is mainly about buying yourself some new treasures – you can treat yourself here, no judgement. I’m glad Emma pulled through and made her business dreams happen, because Prima have a fun, ethical range and is definitely one to watch.