Alicia Keys unveils her first makeup collection

“Cultivate and celebrate what makes you, you”. This is the leitmotif of singer Alicia Keys, emblem of self-acceptance. It was in 2016 that the singer opted for makeup-free, preferring to take care of her skin rather than covering it with artifice, in the name of assertiveness. A gesture that has become, not common, but much more common six years later, carried by the pandemic through the wearing of a mask and a need to return to a more authentic beauty. It has even become political on TikTok, followers of ‘no-makeup’ denouncing filters and retouching with shots of natural shots.

So when the “If I Ain’t Got You” singer unveiled her first makeup collection at the Met Gala, a year after launching her skincare brand Keys Soulcare, the critics fused on the same social networks. Except that the artist has absolutely not denied her beauty statement, on the contrary, today she rhymes care and color, a kind of hybrid makeup.

A collection to adopt the “no-makeup” look

This first collection of ‘color-skincare’simply named “ColorCare”, consists of a handful of products formulated to take care of your skin, while giving it that touch of pep that is sometimes lacking in those who have given up makeup. The objective is to allow women and men to define their own beauty standards. At stake ? A transparent gel to smooth and define the eyebrows, a nourishing and moisturizing blush, or even a nourishing lip balm available in vitamin shades. And it was obviously Alicia Keys herself who presented the first look from this collection. An announced success.

The makeup-skincare trend

But the American singer is not the only one to bet on make-up-care, or 2-in-1, several brands have recently launched themselves into this niche, working for a new routine halfway between beauty, health, and well-being. The very concept of holistic beauty, which has a host of (non-negligible) advantages including saving time and money, not to mention the reduction in packaging that this type of product induces.

If BB creams paved the way for this phenomenon more than a decade ago, the pandemic has clearly accelerated the transition to all-in-one in the world of makeup. It is now a question of tinted serum, complexion enhancer, or lip oil, which allow the greatest number of people to no longer have to choose between makeup and (natural) beauty of the skin. A good compromise, in short, which should appeal to more than one woman across the globe.