American singer-songwriter Alicia Keys has made a return to make-up with her beauty brand Keys Soulcare.
The ‘If I Ain’t Got You’ singer vowed to no longer wear make-up in 2016, subsequently keeping her brand launch, in partnership with e.l.f. Beauty, to just skin care and wellness.
Two years later, the brand’s Make You range is its first foray into the colour category, comprising a selection of make-up skin care hybrids.
Created by the beauty entrepreneur and dermatologist Renée Snyder – the line is said to be inspired by Keys’ make-up journey.
The line (from US$15-$22), complete with four product groups, features 16 skus, which are accompanied by their own affirmation messages to empower the wearer.
Featuring six shades, the new Comforting Tinted Lip Balm is said to soften and smooth lips with a smooth wash of colour, and goes under the affirmation ‘I put myself first’.
The Sheer Flush Cheek Tint is available in eight shades, the biggest of the colour range so far, complete with a selection of pinks, oranges and reds.
‘I choose my own path’ is the message for this sku.
Finally, the range contains the brand’s Soft Stay Brow Gel, with the affirmation ‘I am resilient’, along with the Natural Complexion Brush that tells users ‘I am bright and beautiful’.
“On my own self-discovery journey, I used to think that I had to be what other people expected me to be,” said Keys.
“But I’ve learned that I am free to be myself, and so are you.
“All you’ve got to be is like you, don’t let anyone tell you how to be or what to be.
“You get to decide your own beauty standards. You get to make you.”
She added: “I think [consumers] will love these light washes of buildable colour.
“They really feel like skin care but when you wear them you look just like you, and that is a beautiful thing.”
Key Soulcare’s President, Kory Marchisotto, added: “Make You is about unlocking who you already are and inspiring you to be possible and more powerful in your own skin.
“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.”
Keys Soulcare skin and wellness collections include a selection of cream, serums, beauty tools and fragrance products.
The new line is available to shop at keyssoulcare.com and ulta.com.
