In 2021 Alicia Keys stepped into the skin-care space with Keys Soulcare. The line of products was dermatologist-developed and clean, designed to nourish your skin and form a healing ritual of self-care. Now, Keys has expanded into makeup, but she’s not calling it makeup—it’s “Make You.”
On April 3, the day after the Met Gala, where Keys wore her company’s new products on the red carpet, the star hosted a launch party for the Make You line in her hometown of New York City. Keys explained that the ethos behind the message of Make You rather than makeup is that “you create your own beauty standards.” Keys said understanding this lesson took her “a minute,” but now she knows, “On my journey, I get to define who and what I want to be, and so do you…we don’t have to be like anybody else.”
Keys refers to the new products as “color-skincare hybrids” because they offer both skin-care benefits and color. The line features Comforting Tinted Lip Balm ($18), Sheer Flush Cheek Tint ($22), Soft Stay Brow Gel ($15) and a Natural Flush Complexion Brush ($18). Each product comes with its own affirmation because Keys believes in turning small moments into something deeper.
“I put myself first,” is the affirmation that corresponds with the Comforting Tinted Lip Balms. The Soft Stay Brow Gel’s affirmation is “I am resilient.” When creating Keys Soulcare, Keys was interested in creating something “that’s going to turn a routine into a ritual. Turn the five minutes you have to wash your face….and make it mean something.”
