When Kylie Jenner imparts beauty wisdom, her legion of fans listen. And, more importantly, act. So much so, that when she puts her name to a beauty product, it doesn’t take long for it to sell out.
Case in point? Her Kylie Cosmetics Lip Kits that sold out within minutes of first being launched.
In one of her most recent revelations into her life and beauty routine, the Keeping Up With the Kardashians star and Kylie Cosmetics beauty mogul revealed an interesting beauty secret. It turns out Kylie uses NIVEA Men Sensitive Post Shave Balm as a primer – an unusual beauty hack first brought to beauty addicts’ attention when popular beauty vlogger and makeup artist Nikkie de Jager (best known for her makeup tutorials under her YouTube name NikkieTutorials) stumbled upon its usefulness under foundation when she borrowed her boyfriend’s post-shave balm in place of a missing moisturiser and found that her makeup look stayed fresh throughout the day.
The unusual primer hack has been gaining momentum since Nikkie spoke about it on her social media, but its popularity exploded when Kylie took to Snapchat to sing its praises. According to NIVEA Senior Brand Manager Kate Hensley, the product is flying off shelves in Australia.
“Sales of the product have dramatically increased since the celebrity endorsements, with the product still in high demand. People may find it difficult to find in some areas, but we are doing our best to keep up with the supply,” she told Beauty Crew.
And it turns out, its effectiveness is not just a gimmick, with several Beauty Crew members raving about the success of the Post Shave Balm as a primer. Check out what a few of them had to say:
So why does this product, developed for stubbly men, work so well as a primer?
According to NIVEA Skin Care Expert Robyn Hutch, “The reason why the product works so well as a primer is due to the ingredient glycerin. Glycerin is the ingredient that acts as the ‘glue’ in most primers to help your makeup stay put for longer. It’s also light and absorbs quickly, making it perfect for pre-makeup application. From documented results, we’ve seen the product outperform some high-end primers on the market in some cases.”
Could this product replace not just our face primer but also our eyeshadow primer and setting spray? We might have to give it a try.
Want to add more multitasking beauty products to your kit? Here are some of our favourite double duty beauty products.
Have you tried using Kylie's primer hack in your makeup routine? Share with us in the comments below.
Main image credit: Getty
Carli is BEAUTYcrew’s Editor and has been since the site launched in 2016. She is currently on a quest to find the perfect medium-coverage foundation for combination skin, is trying to narrow down her mascara collection to just three, and is embracing the power of AHAs. You can find her words right here on BEAUTYcrew, and previously on beautyheaven.