KVD Vegan Beauty shakes up eye shadow priming

KVD Vegan Beauty is changing up the eye shadow priming game.

The San Francisco-based beauty brand launched its new Shake Vegan Eyeshadow Primer, a liquid primer that goes on clear for true color and wear of any eye shadow for all skin tones, ages and eye shapes, the company said.

“Shake primer is big innovation in tiny bottle! Over a year in the making, this amazing product is a net new formula and format, giving consumers and makeup artists everywhere one primer for all,” said Kelly Coller, vice president of global marketing and public relations at KVD Vegan Beauty. "The lightweight texture (not a crème) is never cakey or heavy, and works with any eye shadow palette to create high impact, long-lasting looks. Not only will this primer allow you to revive old eye shadow palettes, it's a great value with over 280 drops in each bottle.”

Featuring a distinct formula that does not leave a tone, cast or color behind, the primer was formulated to deliver true-to-pan color on all skin tones and prevent eye shadow from creasing and fading.

In addition, the primer contains a bi-phase liquid, which is a black colorant, that aims to help users remember to shake in order to increase vibrancy that is similar to that of a wet brush application. The end result is a more opaque and high impact color with a smooth finish, the company said.

Made with a vegan, cruelty-free formula with only essential ingredients, the primer also is formulated without the use of binders, pigments, filler, silicone, alcohol or talc.

Beauty enthusiasts can find KVD Vegan Beauty’s Shake Vegan Eyeshadow Primer online at KVDVeganBeauty.com and Sephora.com, as well as at Sephora locations for the suggested retail price of $22.