The primer itself is a smooth, clear gel that feels comparable to Smashbox's primer, but perhaps a bit "moister". It's definitely not a lotion-type primer, though; it has that velvety silicone feel that people tend to either love or hate. I don't find it emphasizes dry patches on me, nor does it pill on my face like I have seen Smashbox's primer do. It is more effective than a few higher-end primers I have tried, and keeps my makeup looking intact for my entire work day. That being said, I don't see it improve application of my foundation quite as much as, say Make Up For Ever's primer does. But it also isn't priced like MUFE's face primer.
I may try more drugstore-level primers before I decide to stick with E.L.F. indefinitely, but it's a really decent primer for a really decent price, and it plays nice with the other make up products I've used on top of it. A primer would have to be really exceptional for me to want to spend the money on a high end primer after finding such an adequate product for $12/ounce, less than half of what I had been spending on primer.
What primer are you guys using right now? Do you love it?