Alicia Keys' Keys Soulcare Expounds on "Skin-First" by Expanding Into Makeup
The brand updates the “your-skin-but-better” approach.
Keys Soulcare, founded by artist Alicia Keys, launched in late 2020 and has grown far beyond its initial three-piece hero offerings that consisted of a candle, face roller and a moisturizer. Throughout the brand’s portfolio, you will find cleansers, toners, balms, face masks and now Keys Soulcare has introduced complexion products to the lineup.
Keys decided to stop wearing makeup entirely in 2016 but has returned to a “skin-first” approach to makeup since then. Her philosophy and personal point of view toward makeup transcend through the ideation of the “Make You” collection. “‘Make You’ is about unlocking who you already are and inspiring you to be more possible and more powerful in your own skin,” Kory Marchisotto, president of Keys Soulcare, said in a press release. “Alicia’s journey has led us to this moment, which is all about being free to be yourself, fresh-faced or full wattage, you decide what makes you.”
The “Make You” collection includes a Natural Flush Complexion Brush ($18 USD), Soft Stay Brow Gel ($15 USD) and Comforting Tinted Lip Balm ($18 USD), and comes in six shades such as clear “Lucid” and warm mocha brown “Gratitude.” Lastly, the Sheer Flush Cheek Tint, retailing for $22 USD, comes in eight buildable shades.
The “Make You” range is now available directly on the Keys Soulcare website.
