This primer by 100% Pure uses seaweed collagen to revitalize your skin and its mattifying formula reduces shine to keep your skin looking fresh all day. This primer assures that makeup last longer by filling in lines and wrinkles to make your skin look smooth. 100% Pure makes some vegan products and is certified cruelty-free by Leaping Bunny and PETA's Beauty Without Bunnies program. They power their corporate offices on 100% solar energy, use green packaging and inks, and don't use harmful toxins. Check out our review here.