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?!
That neutral nudey-brown lip colour at the front on the right is the one I’d try first!!
Same here
This does not interest me whatsoever
Agreed, kinda getting a bit sick of every celebrity bringing out their own cosmetics line
The lipbalms look pretty
I feel like this like Rose Inc and Rare Beauty and a lot of celeb beauty brands.
I like those colours as well
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.
I would try the tinted lip balm with avocado oil first.
Avocado oil. Sounds nice and different
Another tv person’s products? Who can keep up with it all
So in 2016 she was encouraging women to go make up free and now she’s promoting her own make up line!
Exactly!
I was surprised to see her in makeup in the recent Met Gala article. This new range seems like a money grab after her previous stance.
So many celebs with collections now.
What’s with every celeb going into makeup and “skincare and wellness”
Not interested in it whatsoever
I thought she was anti-cosmetics. None of this range really appeals to me anyway. Bit over celebrities and their cosmetics/skincare ranges.
She’s gorgeous and her products look fab.
The products look gorgeous.
Love the name and the meaning- putting on a full face of make up does not mean you hate your natural face, and wanting to be bare faced doesn’t mean you’ll never play with make up again.
Not another “Celebrity” range.
The tinted lip balm, I like to use them in the winter time.
What? She can call her range colour cosmetics, but it sounds like makeup to me.
Not interested!
Would she recommend wearing it to bed? no? If it looks and smells like makeup then it probably is.
Somehow these products don’t sound interesting to me
Nothing really appeals to me from this line
No thanks, sounds a bit gimmicky to me
Wow, love this!
She is stunning.
The packaging looks nice
the tinted lip balm sounds good
It seems like every celebrity has a range out, I’ve never bought any celebrity product it actually stops me buying if it’s endorsed by a celebrity
anything with illuminating in the name is a must for me!
Interesting story no wonder people are confused about her messaging
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!
Interesting but not something i would purchase
Another celebrity makeup line. No thanks.
An interesting line of products