Keys Soulcare launches Make You, a line of colorful skincare hybrids
One year after its launch skincare brand, Soulcare Keysthe “If I Ain’t Got You” singer showed it off first makeup collection at the Met Gala on Monday night in New York. The artist’s new hybrid line goes beyond a makeup collection and intends to bridge the gap between skincare and makeup.
In 2016, Alicia Keys was one of the first public figures to opt out of wearing makeup, preferring to take care of her skin rather than cover it in gimmicks, a statement of assertiveness. However, the singer now intends to merge care and color.
This first ‘color-skincare‘ collection, soberly called “Make You”, consists of a handful of products formulated to take care of the skin, while providing it with that touch of pep that is sometimes lacking in those who have given up make-up. . The goal is to allow women — and men — to define their own standards of beauty. Highlights include sheer gel to smooth and define brows, nourishing and hydrating blush and nourishing lip balm in vitamin-rich shades.
“Our path to color care began with Let Me Glow Illuminating Serum,” said Kory Marchisotto, Marketing Director, elf Beauty & President, Soulcare Keys. “This vegan, hydrating and illuminating complexion and makeup serum helps brighten, plump and smooth the look of your skin with antioxidant-rich rose water and niacinamide.“
Hybrid makeup is a growing phenomenon in the cosmetics industry, capitalizing on the holistic beauty trend, with a host of eyeshadows, lipsticks, foundations and other blushes formulated for skin health. If more than a decade ago, the emergence of BB creams paved the way for this phenomenon, the pandemic has clearly accelerated the transition to the all-in-one concept in the world of makeup. Foundation creams, tinted serums, complexion enhancers and lip oils are all part of this trend, which means that a growing number of consumers no longer have to choose between make-up and the (natural) beauty of their skin.