Makeup brand giving away 1,000s of free driving lessons because their primer is so strong

Building a reliable beauty routine shouldn't demand a luxury budget, nor should it mean settling for lower-budget formulas that leave our skin - whether mature or not - neglected. But beauty brand e.l.f. Cosmetics has mastered the balance between affordability and high-end results, earning a loyal following for staples like its skin-smoothing Power Grip Primer (£11).

Now, the accessible beauty brand is making waves beyond the beauty counter bypartnering with RED Driving School to give away thousands of free driving lessons, helping families with young learners on the road.

With the cost of learning to drive and passing a driving test reaching upwards of £2,000 on average in the UK, e.l.f.'s new 'Grip, Set, Go' campaign titled 'e.l.f. Plates' is offering over 1,000 UK learners a head start by giving away 10 hours of free driving lessons.

This campaign is rounded off by a pop-up in London at playfully named Power Grip Garage on the 30th July 10AM - 6.30PM at Protein Studios, Shoreditch. Designed to ease the financial burden on young adults and families struggling with rising lesson costs, this sweepstakes competition - available to enter here on the e.l.f. website and running until July 30 - aims to make an essential life skill far more accessible.

The brand states on its website: "Learning to drive is e.l.f.ing hard. That's why e.l.f. has partnered with RED Driver Training to give away thousands of free driving lessons to grip the skill that lasts an e.l.f.ing lifetime."

This ethos of value and accessibility is one that the brand carries over to its beauty range, with many shoppers hailing its affordable, budget-friendly formulas as a 'holy grail' and 'must have' that leaves makeup 'flawless'.

For example, its flagship gel primer, costing £11, is loved for not only its weightless feel on the skin but its ability to keep makeup firmly in place for hours on end.

Plus, it's infused with hyaluronic acid, which locks in moisture and plumps the complexion rather than drying it out. The translucent formula smooths uneven texture and prevents foundation from settling in fine lines (ideal for mature skin). It just goes to show that a flawless, long-lasting finish doesn't require a designer price tag.

Makeup enthusiasts have praised it 'for keeping makeup in 'perfect condition all day long', with one devoted fan raving: "Best primer hands down, I have ever used. My makeup lasts a lifetime when I use the primer."

It's loved by mature shoppers, too, for ensuring a 'smooth base' for foundation, as one review read: "After only recently starting to use primers, I came across this when searching for primers for mature skin. Even though not as expensive as others, it's certainly one of the best I've tried. I find it gives a beautiful, smooth base for my foundation. Truly an amazing product."

Another added: "The Power Primer worked great on my mature skin. My makeup went on flawlessly and stayed on all day!! I highly recommend this for mature skin!"

The Power Grip primer is celebrated for its gel-base that 'smooths skin while gripping your makeup for long-lasting wear'. Ideal for 'oily, dry and combination skin', it delivers a radiant, dewy finish while also providing a nourishing boost, reports the Mirror.