Alicia Keys Is Launching a Makeup Collection — What to Know – WWD

After a number of years makeup-free, Alicia Keys is returning to shade cosmetics.
Keys’ model in partnership with E.l.f. Beauty, Keys Soulcare, is launching its first shade cosmetics assortment. Keys will unveil the assortment by sporting them to the Met Gala on Monday. They embody a lip balm, cheek tints and forehead gel, and costs vary from $15 to $22.
The model all the time aimed to tackle new classes past residence perfume and skincare, however the brand new assortment, known as Color Care, additionally marks Keys’ evolving angle towards the class. “I used to be taking up these tremendously oppressive magnificence requirements that I assumed someway utilized to me with regard to being excellent, and I clearly rebelled in opposition to that,” Keys instructed WWD, in reference to her earlier disavowals of make-up. “I discovered my means round to the truth that I get to create my magnificence normal, I get to select what’s magnificence to me, and the way I would like to categorical that.”

Keys is not any stranger to doing magnificence her means, going so far as inventing a new lexicon round her model. Keys Soulcare merchandise are known as “choices,” and influencers are known as “lightworkers.” Each new inventory retaining unit comes with its personal mantras, “I select my very own path” being the one for the cheek tints.
“Our mission is admittedly to translate Alicia’s imaginative and prescient with no limits, and that’s the core DNA of the model,” mentioned Kory Marchisotto, president of Keys Soulcare and chief advertising and marketing officer of E.l.f. Beauty. “Now is all the time a good time to create your individual magnificence requirements, and that’s actually what we’re doing with Keys Color. It’s a mixture of moments which have led us right here.”
Beyond versatility, the gathering touches on key traits in magnificence, such because the skinification of make-up. Keys Soulcare’s first entrée to the area, the illuminating serum, has already achieved TikTok virality. “It was the right entry to shade as a result of a primer actually is a bridge between skincare and make-up,” Marchisotto mentioned. “You have the nourishment of those skincare substances, and in addition the colour and pigment that enables you to have enjoyable. It’s about selecting this light-weight and fresh-faced look, or constructing it up for full wattage.”
It’s additionally the precise time to be launching make-up. As WWD reported, knowledge from the NPD Group confirmed make-up gross sales grew 22 % within the first quarter of 2022, making it the most important class in status magnificence.
While the make-up model she is going to put on on the Met Gala is now recognized, Keys didn’t reveal a lot else about her look past saying, “I’m going with Ralph Lauren and I’m so enthusiastic about what we’re creating.”
FOR MORE FROM WWD.COM, SEE:
One Year In, Alicia Keys Reflects on Keys Soulcare’s Inside-Out Beauty Success
CEO Talks: Tarang Amin, E.l.f. Beauty
U.S. Prestige Beauty Sales Shot Up 30 Percent in 2021, Per NPD Group

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