Beauty brand launches free driving lesson giveaway as thousands told they could save £300
This article contains affiliate links. We may earn a small commission on items purchased through this article, but that does not affect our editorial judgement.
The brand behind one of TikTok’s most popular primers has launched an unexpected campaign that could help learner drivers save hundreds while shining a spotlight on its bestselling beauty products.
Affordable beauty brand e.l.f. Cosmetics has launched a new UK campaign with a difference, offering thousands of learner drivers the chance to win free driving lessons.
Called Grip, Set, Go, the initiative partners with RED Driver Training to give away thousands of lesson vouchers, while drawing inspiration from two of the brand’s bestselling beauty products.
The campaign aims to help tackle the rising cost of learning to drive, but beyond the giveaway, it also celebrates two products that have become favourites among make-up fans: the e.l.f. Power Grip Primer and the e.l.f. Power Grip Dewy Setting Spray.
Priced at £11 each for standard sizes, the products are designed to work together to help make-up stay in place throughout the day. The campaign borrows the idea of grip from the formulas, linking it to a driving scenario.
The Power Grip Primer has become one of e.l.f.'s best-known products thanks to its gel-based formula, which helps create a smooth base for foundation while giving make-up something to grip to, as per the name. It contains hyaluronic acid to help leave skin feeling hydrated, making it suitable for those who prefer a fresh, dewy finish rather than a matte look.
Pairing it with the Power Grip Dewy Setting Spray can help lock everything in place once your make-up is complete. The lightweight mist is designed to help extend the wear of make-up throughout the day and night while maintaining a radiant finish, making it an easy final step whether you're heading to work or out for dinner.
Together, the duo has become one of e.l.f.'s signature combinations, with many shoppers using the primer before applying make-up and then finishing with the setting spray to help keep everything looking fresh.
The campaign itself highlights just how expensive learning to drive has become in the UK. According to e.l.f., the average learner now spends up to £3,000 getting their licence, while many young people have delayed or abandoned lessons because of the cost. Through its partnership with RED Driver Training, thousands of learners can enter to win a block of 10 hours of free lessons until 31 July.
Alongside the giveaway, e.l.f. will also be sharing driving advice from RED instructors across its social channels, hosting a one-day Power Grip Garage event in London and sending branded learner cars onto UK roads in areas where driving test demand is highest.
While the campaign is all about helping learners get behind the wheel, it's also a reminder of the affordable beauty products that inspired it. At £11 each, the Power Grip Primer and Power Grip Dewy Setting Spray offer an accessible way to try two of e.l.f.'s most recognisable products, whether you're refreshing your makeup bag or trying the range for the first time.
The e.l.f. Power Grip Primer (standard size, £11) and e.l.f. Power Grip Dewy Setting Spray (£11) are available now from e.l.f. Cosmetics. Visit the e.l.f. website to be in with your chance of winning 10 hours worth of driving lessons with RED Driver Training.
- Please note that delivery charges may apply.
✨ e.l.f.’s cult-favourite Power Grip Primer is the beauty hero behind the “grip, set, go” routine, helping smooth skin and give makeup something to cling to before festivals, weddings, holidays, day parties and long summer plans.
💚 Regular users can stock up with the Jumbo Power Grip Primer, while the Power Grip Stick & Set Duo keeps things brilliantly simple: grip it first with primer, then set it with Power Grip Dewy Setting Spray for long-lasting wear and a fresh, dewy finish.
🎪 For anyone building a festival beauty kit, the Power Grip family is all about making your base routine feel easy, affordable and event-ready, with options including the 4% Niacinamide primer and Rosé Setting Spray for shoppers who already know this range has serious beauty-bag energy.
Selling every 20 seconds worldwide, SmilePro’s Advanced Whitening Kit is one of the fastest-growing alternatives to expensive dentist whitening. The dentist-developed system claims to deliver visibly whiter teeth in just 10 minutes and is currently available with 50% off.