ICONIC London UNDERGLAZE Grippy Primer
ICONIC London has launched UNDERGLAZE Grippy Primer, a new skincare-makeup hybrid designed to create a hydrated, luminous base while locking makeup in place for up to 12 hours.
The 27ml primer combines high-performance makeup technology with a skincare-focused formula built around plant-derived PDRN, hyaluronic acid and niacinamide, extending ICONIC London’s complexion portfolio with a product designed to improve both makeup wear and the appearance of the skin.
Rather than relying on a heavily tacky texture, UNDERGLAZE uses a lightweight water-gel formula to create what ICONIC London calls “The Underglaze Effect” – a fresh, lit-from-within luminosity that remains dewy without appearing greasy or glittery. At the centre of UNDERGLAZE is plant-derived PDRN, bringing an ingredient that has gained significant traction within Korean skincare into a makeup-prep formula. PDRN, or polydeoxyribonucleotide, has become increasingly visible within the global skincare market, particularly through Korean formulations and aesthetic-inspired beauty products.
While conventional PDRN is commonly derived from salmon DNA, ICONIC London has opted for a vegan, plant-derived alternative, developed to visibly revitalise tired and dull-looking skin, improve the appearance of texture and leave the complexion looking smoother and more refined. Its low molecular weight enables it to work efficiently on the skin’s surface, creating a smoother canvas ahead of makeup application.
Hydration meets 12-hour grip
PDRN is supported by hyaluronic acid, which attracts and retains moisture to leave the complexion feeling plumper, supple and more comfortable beneath makeup. Niacinamide, or vitamin B3, completes the skincare trio, helping to refine the appearance of pores and uneven texture while supporting a smoother, more even-looking complexion over time. Once applied, the formula moves through what ICONIC London describes as its Glaze-Grip Technology: initially creating a hydrated, bouncy glaze before developing a flexible grip that helps foundation adhere to the skin.
In a two-week consumer study involving 70 people, 90% agreed that UNDERGLAZE created a glazed and grippy base, 87% agreed that makeup applied more easily and lasted all day, and 87% agreed that their skin felt hydrated. The formula is designed to reduce creasing, fading and patchiness while maintaining a natural skin-like finish for up to 12 hours.
UNDERGLAZE joins the brand’s existing primer portfolio alongside its bestselling Underglow Blurring Primer, but with a different focus. While Underglow is designed primarily to blur the appearance of pores, control excess shine and create a soft-focus complexion, UNDERGLAZE places greater emphasis on makeup longevity, hydration and a dewy glass-skin finish. The launch builds on ICONIC London’s wider approach to hybrid complexion products, combining colour cosmetics with skincare ingredients and the luminous finish that has become central to the brand’s identity. Founded in London in 2015, ICONIC London is now available in more than 60 countries through retailers including Boots, Marks & Spencer and Sephora.
ICONIC London UNDERGLAZE Grippy Primer, 27ml, is priced at £26 and is available now through ICONIC London and Lookfantastic.
Ameela has expanded its regenerative skincare portfolio with the launch of the Wild Salmon PDRN Mask, introducing a topical application of the salmon-derived DNA technology behind its professional polynucleotide treatments. The new mask marks a move beyond Ameela’s established injectable polynucleotide portfolio, giving consumers and practitioners another way to incorporate PDRN into skin-quality and recovery-focused routines.