Some skip it, others swear by it. How important is it to use a primer when applying makeup? We ask the founder of Smashbox, the Los Angeles brand famous for its signature primers, to fill us in
Davis and Dean Factor, great-grandsons of Hollywood’s beauty legend Max Factor, grew up surrounded by Hollywood and beauty. In 1990, they created Smashbox Studios, and it became one of the most exclusive studios in Los Angeles where top global beauty titles had their photoshoots with Hollywood actors and actresses.
Six years later in 1996, Smashbox Cosmetics was launched to bring studio-quality makeup to consumers for the first time.
"Because we know if it works in the tough studio environment, it will work in the real world," Davis said.
Later in 2000, the brand launched its signature product: The Original Photo Finish Foundation Primer, which remains its number one bestseller today.
It’s no wonder that this primer has retained its cult following and holy grail status after all these years. This secret weapon for an instantly smoothed complexion and longer-lasting makeup is the most iconic creation of the brand. With a formula that diffuses the light hitting skin, it mattifies and blurs away the look of pores and fine lines, for flawless camera-ready skin. Infused with a blend of Vitamin A, Vitamin E, Grape Seed Extract and Green Tea Extract, it also protects skin from environmental pollutants, damage and stress.
Davis, who has photographed and filmed many of the world’s most recognisable personalities, tells Tatler why he thinks primers play an important role in makeup.
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As the creator of one of the world’s most popular makeup primers, why do you think this is an important step in makeup application?
Davis Factor (DF): Our first primer launched in 2000, and it was a game-changer. The makeup looked better and stayed on longer, which was crucial in the extreme studio conditions. We’d never do makeup without primer because the key to great makeup is largely in the complexion and primer is the first step. Whether you need to blur and smooth imperfections, minimise pores, reduce redness or add dewy hydration, there’s a primer for that.
What do you think is the biggest misconception about using a primer?
DF: The biggest misconception is that it’s a whole big extra step. People think it’s going to take longer, feel too heavy, but in reality, it’s quick, and it’s the lightest, velvety feeling. You don’t need a lot of time to apply it, and the payoff is there. Everyone who uses it falls in love. In my opinion, our primer is superior to any other primer, we invest in primer, add great ingredients and make sure we put the best primer out there for people to use. We test in the studio, and we know it works.
You’ve photographed some of the biggest names in fashion and beauty. What were some of your favourite looks that were elevated by the use of Smashbox’s primer?
DF: I use Smashbox primers on a lot of my shoots, I won’t name names, but we use them often because they make everything look better. There’s primer for the face and for eyes, and we even infuse it into many of our other products.
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