I’ve always shied away from wearing eye shadow, not only because I’m lazy but also because it never really stayed on my lids. I would get the dreaded creasing that makes shadow so ugly, which wasn’t helped by the fact that I have really oily skin that makes all makeup slip and slide. I’ve tried various bases to avoid this, but nothing really seemed to work. Then I tried Pop Beauty‘s Eye Magnet Primer ($18), which I was given as a gift after my interview with the company’s founder, Sara Strand, and now I can wear eye shadow again without worrying about creasing! Not that I wear much makeup, but this stuff does a great job of holding color in place for hours at a time. It comes in an easy-to-use pen-brush applicator, too. There’s also an eyelid primer to create a smoky eye — eyeshadow for dummies!