A year after launching her brand of skincare, Keys Soulcare, the singer of "If I Ain’t Got You" unveiled her first collection of makeup during Monday night’s Met Gala, in New York. The artist’s new hybrid line goes beyond a makeup collection and intends to bridge skincare and makeup.
In 2016, Alicia Keys was one of the first public figures to opt to go makeup-free, preferring to care for her skin rather than cover it with artifice, a statement of self-affirmation. However, the singer now intends to fuse skincare and color.
This first ’color-skincare’ collection, simply called "Make You," consists of a handful of products formulated to take care of the skin, while giving it that touch of pep that is sometimes missing for those who have given up on makeup. The aim is to allow women — and men — to define their own beauty standards. Key products include a transparent gel for smoothing and defining eyebrows, a nourishing and moisturizing blush, and a nourishing lip balm in vitamin-rich shades.
“Our path into color care started with the Let Me Glow Illuminating Serum,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty & President, Keys Soulcare. "This vegan, hydrating, illuminating complexion and makeup priming serum helps brighten, plump, and smooth the look of your skin with antioxidant-rich rose water and niacinamide."
Hybrid make-up is a growing phenomenon in the cosmetics industry, capitalizing on the trend for holistic beauty, with a host of eyeshadows, lipsticks, foundations, and other blushes formulated for skin health. If over a decade ago, the emergence of BB creams paved the way for this phenomenon, the pandemic has clearly accelerated the shift to the all-in-one concept in the world of makeup. Complexion creams, tinted serums, complexion enhancers, and lip oils are all a product of this trend, which permits a growing number of consumers to no longer have to choose between makeup and (natural) skin beauty.