Alicia Keys Soulcare launches color-skincare makeup hybrids
04 May 2022 --- Keys Soulcare, the company of US singer-songwriter, producer and actress Alicia Keys, unveiled its new offering of products that nourish the skin with light washes of buildable color. Keys, who didn’t use makeup for several years, has done a U-turn and now believes that she can “give herself permission to glow.”
“On my own self-discovery journey, I used to think that I had to be what other people expected me to be. But I’ve learned that I am free to be myself” says Keys, who was also inspired by ancient beauty rituals to make the product.
“We believe in the power of serious skincare and soul-nurturing rituals,” remarks Keys Soulcare, as the company wants to make the market product an experience.
The products were created in collaboration with board-certified dermatologist Dr. Renée Snyder and include comforting Tinted Lip Balms, Sheer Flush Cheek Tint, Soft Stay Brow Gel and a Natural Flush Complexion Brush. All being labeled as cruelty-free.
This new launch follows Keys' previous offerings from her skincare brand.
One of the new products, Sheer Flush Cheek Tint, is made with sunflower and safflower seed oils. (Credit: Keys Soulcare).
Body positive mindset
The company remarks that the collection draws upon Keys’ life journey.
“Make You is about unlocking who you already are and inspiring you to be more possible and more powerful in your own skin,” says Korry Marchisotto, President Keys Soulcare.
“Is all about being free to be yourself, fresh-faced or full wattage; you decide what makes you,” continues Marchisotto.
To let the customer start their journey, the company offers a unique affirmation in each Keys Soulcare product, enhancing the ritualistic experience approach.
“I give myself permission to glow,” is one of the affirmations found in the Keys Soulcare Let Me Glow Illuminating Serum.
A cruelty-free Earth-based product
Keys Soulcare’s new offerings affirm nourishing and nurturing the skin with “time-honored minerals and botanicals” combined with modern ingredients to deliver color infused with skincare benefits. To let the buyer achieve their desired look.
“Our path into color care started with the Let Me Glow Illuminating Serum,” says Marchissotto.
The product, which is vegan and cruelty-free, has an illuminating complexion and makeup priming serum which, according to the business, “helps brighten, plump and smooth the look of your skin with antioxidant-rich rose water and niacinamide.”
The product lineup
Keys Soulcare is introducing four new products in this release.
A Comforting Tinted Lip Balm, made with avocado oil and camellia seed. Which the company describes as buildable and with a natural looking color with six different shades. The ritualistic affirmation is “I put myself first.”
A Sheer Flush Cheek Tint, made with sunflower and safflower seed oils and available in eight different shades. In this case, the affirmation expresses: “I choose my own path.”
The Soft Stay Brow Gel creates brows and contains bamboo and hibiscus flowers. “I am resilient” is its mantra.
A Natural Flush Complexion Brush, which the company says to pair with the Sheer Flush Cheek Tint. This final product reads in its affirmation: “I am bright and beautiful.”
Suggesting an official ritual
Keys didn’t use makeup for several years (Credits: Keys Soulcare).
Keys says about the light washes of the buildable color of her lineup:
“They really feel like skincare but when you wear them you look just like you, and that is a beautiful thing.”
And suggests four steps to follow the Alicia Keys journey path correctly:
Step 1: Prep and illuminate with an Alicia favorite: Let Me Glow Illuminating Priming Serum. Simple and gorgeous.
Step 2: Use the Natural Flush Complexion Brush to bounce on a watercolor flush with Sheer Flush Cheek Tint along the apples of your cheeks.
Step 3: Turn up the vibe with a pop of color with Comforting Tinted Lip Balm.
Step 4: Give brows lightweight volume and a soft hold with Soft Stay Brow Gel.
By Marc Cervera
