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Urban Decay Anti Aging Eyeshadow Primer Potion - Ulta Beauty
$28.00
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About this item
Highlights
- This nude, creamy eyelid primer dries invisibly to prep for both colorful eyeshadows and natural eye makeup that is long-lasting up to 24 hours on all skin tones, skin types, and eye shapes for any eye look.
- Anti-aging ingredients help to minimize the appearance of wrinkles and prevent eyeshadows from creasing or cracking, even on oily lids.
- Cream eyeshadow base contains optical blurring pigments for improving skin texture and the look of tired, hooded eyes.
- Intensifies the look of metallic, glitter, matte, and shimmer eyeshadows.
- Paraben-free
- Vegan
- Cruelty-free
- In an 8-week clinical study:
- 100% of participants had a measurable improvement in the appearance of fine lines.
- 100% had measurably brighter skin.
- 97% had a measurable improvement in radiance and clarity.
Description
Urban Decay Anti-Aging Eyeshadow Primer Potion is an eyelid primer that reduces the appearance of fine lines and keeps eyeshadow crease-free for up to 24 hours for long-lasting wear.
Suggested Age: 13 Years and Up
Color Palette: Translucent
Product Form: Cream
Skin Tone: All Skin Tones
Beauty Purpose: Priming
Recommended Skin Type: Mature, Normal
Net weight: .33 fl oz (US)
TCIN: 82678104
UPC: 3605970936174
Item Number (DPCI): 342-02-3566
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: 1.05 inches length x 1.14 inches width x 4.27 inches height
Estimated ship weight: 0.05 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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4.5 out of 5 stars with 6815 reviews
57% would recommend
7 recommendations
2 out of 5 stars
3 January, 2026
originally posted on http://www.ulta.com
Not Good For Sensitive Skin
I've never had a problem with Urban Decay products in the past, but this primer burned my eyelids every time I applied it. I don't know if it's the anti-aging formula, but I had to return it.
5 out of 5 stars
3 January, 2026
originally posted on http://www.ulta.com
Amazed!!
This product delivered results better than I expected. My eyeshadow stayed perfect for over 12 hours! Won't do without it now.
5 out of 5 stars
1 January, 2026
originally posted on http://www.ulta.com
Great for my aging lids
Goes on smoothly and helps with smooth application of shadow sticks. Prevents shadow creasing.
3 out of 5 stars
27 December, 2025
originally posted on urbandecay.com
It was ok
The only problem I have is that it drys up too quickly and it drys up in the tube.
1 reply from Consumer Care Center team - 3 days ago
Hello Deedee5777! We appreciate you sharing your experience with our Eyeshadow Primer Potion Anti-Aging, and we are glad it is a part of your makeup routine. Because this formula is designed to set quickly to create a smooth, crease-proof base for your eyeshadow, it can be sensitive to air exposure. To help keep the product creamy and prevent it from drying out prematurely in the tube, we recommend ensuring the cap is tightened firmly immediately after every use. A helpful tip to revive the consistency if it begins to feel a bit thick is to gently warm the tube between your palms for a minute before application; this helps soften the formula, ensuring it glides onto your lids effortlessly and provides the perfect canvas for your eye looks.
1 out of 5 stars
26 December, 2025
originally posted on http://www.ulta.com
Crease City
This is the most I've paid for an eyeshadow base and not worth it. I end up with a line of eyeshadow at my eyelid crease by lunch. It looks like I drew it with an eyeliner pencil. No thanks! The ELF eyeshadow primer worked better.
4 out of 5 stars
26 December, 2025
originally posted on http://www.ulta.com
Really good primer
I really like this primer, have always lived the regular primer (5*) but am getting okder and thought I'd try the anti-aging. I do like how it feels and holds my makeup in place. It's slightly softer, more skin supporting product, so I get a tiny bit more blurring than with the regular primer. I now use this, but do use the regular primer if I have a really long event day as nothing moves with it.
5 out of 5 stars
19 December, 2025
originally posted on urbandecay.com
Worth the price, great product
I’ve bought this product consistently for years. It helps my eye makeup stay on & not fade or crease.
5 out of 5 stars
19 December, 2025
originally posted on http://www.ulta.com
phenom
dont buy anything but this. the neutrogena one is awful. elf grip primer is so bad too.
5 out of 5 stars
10 December, 2025
originally posted on http://www.ulta.com
I love this, very useful for school
I'm a kid and I wear eyeshadow to school, this is very helpful because when I use it the powder doesn't fall on my face, and it doesn't fade as easily as without it. Great job on making this!
2 out of 5 stars
1 December, 2025
originally posted on http://www.ulta.com
Changed formula?
I have used this for a decade and it was my tried and true. Recently, I've noticed irritation when applying to my eyes. I wonder if its the phenoxyethanol or something else changed in the ingredients. My eyes water after applying this and it ruins my eye shadow, eye liner, and surrounding face makeup. Sometimes, i cant even apply eyeliner or eyeshadow because my eyes wont stop watering (then those products dont stick.) Very disappointed in this product and the antiaging one lately. Will no longer be purchasing.
5 out of 5 stars
1 December, 2025
originally posted on http://www.ulta.com
24 HOURS +
The best primer I have ever used. The only primer I have ever used. I do not ever need to try another bc I know this one 100% works perfect. I did my MIL makeup and mine for a quince and it stayed all through church and all through a night of non stop dancing and sweating! By the time we got home at 4 am my eyes were still perfect! My MIL is 67 and her eyelids are much different and heavier and hooded and she still had it on forever never faded she washed her face that night but i fell asleep and woke up the next morning late maybe 10 AM and my eyes were still on like why would i ever even look anywhere else when the perfect primer is right here. Will always recommend buy this now.
2 out of 5 stars
30 November, 2025
originally posted on http://www.ulta.com
Formula has changed
I used this staple for years. Now I've found the last 3 tubes, dont even last a few hours. Creases and looks terrible.
5 out of 5 stars
27 November, 2025
originally posted on http://www.ulta.com
Best on the market!
I enjoy using this product as the applicator doesn't pull at my eyelids as other brands do. You also get true coverage that allows my eye shadow to remain looking fresh all day.
1 out of 5 stars
21 November, 2025
originally posted on http://www.ulta.com
Itches and burns
I'm 37 and don't have sensitive skin. This make my eyelids extremely dry, itchy, swollen, and red. This is my last urban decay product because they're clearly paying for reviews with this one.
5 out of 5 stars
18 November, 2025
originally posted on http://www.ulta.com
Best Eye Primer
Urban Decay has the best eye primer around. I've used it for many years. It is the BEST there is.
5 out of 5 stars
15 November, 2025
originally posted on http://www.ulta.com
Kept eyeshadow in place
Kept Half Magic's Blushing Lizard (duo chromatic and glittery) in place! Even when my allergies had me wiping my eyes all day.
1 out of 5 stars
13 November, 2025
originally posted on http://www.ulta.com
This was terrible!
I don't know if urban decay changed the formula but this was awful. It literally does nothing. I put this on one eyelid and nothing on the other, they both looked exactly the same. There was almost no eyeshadow on my eyes by the end of day and creased so much. I got an $8 primer from milani that works better than this.
5 out of 5 stars
11 November, 2025
originally posted on http://www.ulta.com
one of my holy grails
My eyelids tend to be oily, so most primers don't do crap for me. This one is a game changer for me. I do have to work it a little in order to make it last all day. Using only a tiny amount, I swipe it across my kids and pat it in, paying special attention to my crease. Then I pat a small amount of setting powder on top and wait a few minutes before dusting it off before applying my eyeshadow. Compared to the numerous other primers I've tried, this is the only one that has worked for me.
4 out of 5 stars
10 November, 2025
originally posted on http://www.ulta.com
Primed eyes
This early fall, I purchased Urban Decay's Original Eye Shadow Primer Potion. With a gentle squeeze, the primer comes out easily onto the applicator wand. With a swipe or two, your eyes are ready and primed for eye shadow and eye liner. It lasts a long time in this purplish colored tube. It does look better and brighter for primer.
5 out of 5 stars
9 November, 2025
originally posted on http://www.ulta.com
Favorite
This has been my go to for many years. No creasy eyeshadow