Watch the backstage hair and makeup crew at any fashion week and you’ll pick up countless beauty hacks for getting glamour done. And this is probably the most crucial of them all: primer first, always. Nobody ever skips the proper prep work; even when hair and makeup artists are working at warp-speed, contouring Karlie Kloss and polishing Kendall Jenner’s ponytail. But priming isn’t just about extending wear anymore. New-gen primers are for powering up pigments, amplifying effects, transforming hair 20 ways in one move, and supercharging skin. Remember: prep always pays off.