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In general, I love Ilia products. Their formulations agree with me (ie they aren't reactive on my skin) and they are priced reasonably. I decided to try this priming serum because of all the rave reviews I read and I love it too. It's kind of hard for me to describe, though- I can't put my finger on why I like it so much. It is a good primer for the skin tint (forget the name of the spf oil based foundation), but if you aren't wearing makeup, it does make your bare skin look better somehow, even used by itself.