In the U.S., E.L.F's original Poreless Putty Primer sold out an impressive 10 times. The unique makeup-priming balm has been described as a less expensive dupe for Tatcha's Silk Canvas Primer, which also happens to fly off the shelves quite a bit. Excitingly, for the new decade, the brand has treated us with two new versions of the much-loved product. The E.L.F. Luminous Putty Primer (£8) adds hyaluronic acid and vegan collagen into the mix to keep skin hydrated and looking radiant throughout the day. The E.L.F. Matte Putty Primer (£8), on the other hand, uses kaolin clay and white charcoal to keep excess oil from making you look shiny and breaking down your makeup into a cake-y, streaky mess.