Alicia Keys Has Launched A Colour Cosmetics Collection — But It’s Not Makeup

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Alicia Keys Has Launched A Colour Cosmetics Collection — But It’s Not Makeup

Alicia Keys has long been an advocate for self-empowerment and knowing your worth. The singer famously pledged to go makeup-free in 2016, and her social media campaign #NoMakeup, a protest against women’s beauty standards, has empowered many women to ditch their daily makeup application.

So when Keys stepped out on the Met Gala red carpet donning a diamante-embellished winged eye and velvety lip, we were a little confused. But as it turns out, she was wearing her very own colour cosmetics.

Keys Soulcare, the singer’s eponymous skin care and wellness brand, officially launched a colour collection following the event. And the line comes with a very important message.

In an interview with TODAY, Keys explained that she was falling into the trap of unrealistic beauty standards and wanted to create a way to embrace her natural self whilst still enjoying the fun of playing with colour cosmetics.

“And so that’s why this skin-colour hybrid, we’re calling it ‘Make You’,” Keys told TODAY. “And I think that’s just so powerful, because it’s not about makeup or covering up — it’s about making you, and whatever that looks like.”

What kind of products are they?

The entire ‘Make You’ collection, which consists of a cheek tint, tinted lip balm, clear brow gel, illuminating primer (which launched in February) and complexion brush, is complete with positive affirmations on each bottle to enhance your everyday skin care ritual.

Each product is formulated to provide a versatile and customisable look, allowing you to keep it ‘fresh-faced’ or ‘full-wattage’, as Keys says in a video on the Keys Soulcare site. The range is dermatologist-developed and can be used on sensitive skin (after a quick patch test, of course).

The tinted products come in a range of shades to suit every skin tone. In true Keys style, shade names such as ‘Awakened’, ‘Liberation’ and ‘Manifestation’ embody the feeling of empowerment.

Boasting cruelty-free formulations, the skin care-powered collection features natural ingredients such as sunflower seed oil, omega-rich avocado oil, niacinamide and botanical extracts to hydrate and nourish your skin.

All products are under $50 and are available to shop now via the Keys Soulcare website.

Sheer Flush Cheek Tint with Sunflower Seed Oil, $36 at Keys Soulcare

Let Me Glow Illuminating Priming Serum With Niacinimide, $44 at Keys Soulcare

Comforting Tinted Lip Balm With Avocado Oil, $31 at Keys Soulcare

Soft Stay Brow Gel, $25 at Keys Soulcare

Natural Flush Complexion Brush, $31 at Keys Soulcare

Main image credit: @keyssoulcare

Which Keys Soulcare Make You product will you be trying first?!

Share your thoughts

Comments 35

  1. I’m not a fan of the endless celebrity endorsed products. However, this has cruelty-free formulations and natural ingredients which is a plus. The natural look it has would suit younger ladies. Some nice lipbalms.

  2. “… it’s not about makeup or covering up — it’s about making you, and whatever that looks like.”

    What? She can call her range colour cosmetics, but it sounds like makeup to me.

    Not interested!

  3. I like natural looking makeup so this appeals to me, but not sure how it fits with her no makeup stance. It might be named a ‘colour collection’ but it looks like makeup to me!

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