“The only beauty standard is the one you create.” ~ Alicia Keys

Keys Soulcare is changing the conversation in beauty by unlocking what’s inside of you with the launch of its new fresh collection of color-skincare hybrids: Make You. Created by artist, producer, entrepreneur and New York Times best-selling author Alicia Keys and board-certified dermatologist Dr. Renée Snyder and inspired by Alicia’s journey, the new Keys Soulcare offerings include Comforting Tinted Lip Balms, Sheer Flush Cheek Tint, Soft Stay Brow Gel and a Natural Flush Complexion Brush. Each offering nourishes the skin with light washes of buildable color, dermatologist-developed, clean and cruelty-free.

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Keys Soulcare introduces Make You: Unlock the Beauty that’s already inside of you with new color-skincare hybrids to nurture and celebrate what makes you, you. (Photo: Business Wire)

“Make You is about unlocking who you already are and inspiring you to be more possible and more powerful in your own skin,” said Kory Marchisotto, President, Keys Soulcare. “Alicia’s journey has led us to this moment, which is all about being free to be yourself, fresh faced or full wattage, you decide what makes you.”

“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. And so are you,” Alicia explains. “All you’ve got to be is like you, don’t let anyone tell you how to be or what to be. You get to decide your own beauty standards. You get to Make You!”

CELEBRATE WHAT MAKES YOU, YOU

Keys Soulcare’s new offerings nourish and nurture your skin with time-honored minerals and botanicals combined with modern ingredients to deliver color infused with skincare benefits, making it effortless to achieve whatever look you are feeling. Each Keys Soulcare offering features a unique affirmation to empower and ground you as you begin your beauty ritual.

One of Alicia’s favorite affirmations is, “I give myself permission to glow,” from the recent launch of Keys Soulcare Let Me Glow Illuminating Serum. “This idea of giving yourself permission and reminding you to be proud of your glow is so powerful.”

“Our path into color care started with the Let Me Glow Illuminating Serum,” Kory noted. This vegan, hydrating, illuminating complexion and makeup priming serum helps brighten, plump, and smooth the look of your skin with antioxidant-rich rose water and niacinamide. With this beautiful bridge into color, we invite you to celebrate what makes you, you with our new Keys Soulcare offerings.

INTRODUCING: COLOR-SKINCARE HYBRIDS THAT NOURISH YOUR SKIN WITH LIGHT WASHES OF BUILDABLE COLOR

Comforting Tinted Lip Balm (available in 6 shades), $18, 0.1 oz / 2.9 g

Soothe your soul with this silky, moisturizing balm that smooths and softens while kissing lips with a sheer wash of color. This new offering is just like our original Comforting Balm fan fave, with added color benefits! Vitamin-rich avocado oil smooths and softens while camellia seed oil makes lips appear supple and plump. Buildable, natural looking color in six soulful shades including:

• Lucid, a shimmering clear
• Sheer Bliss, a neutral berry
• Gratitude, a warm terra cotta
• Inspiration, a bright strawberry
• Devotion, a neutral mauve
• Manifestation, a bright coral

Affirmation: I put myself first.

Sheer Flush Cheek Tint (available in 8 shades), $22, 0.14 oz / 4.2 g

Inspired by the color of naturally flushed cheeks, this vegan, blendable, buildable tint moisturizes and nourishes while delivering a sheer wash of color. Brightens your mood with sheer pops of color that are formulated to nourish your complexion. Sunflower seed oil moisturizes and nourishes while safflower seed oil helps keep skin feel smooth and soft. Available in eight shades to celebrate every face including:

• Awakened, a peachy pink
• Grace, a rosy pink
• Enigmatic, a rich brick
• Magnetic, a bright tangerine orange
• Liberation, a cherry red
• Powerful, a raspberry red
• Undeniable, a deep warm wine
• Sensual, a rich berry

Affirmation: I choose my own path.

Soft Stay Brow Gel, $15, 0.17 oz / 5mL

Create beautiful brows with this clear gel that grooms, defines, and smooths your brows to create a fuller, more voluminous look with a soft, non-crunchy finish. The vegan formula hydrates with bamboo and hibiscus flower water for brows that feel soft and light and is suitable for all hair colors.

Affirmation: I am resilient.

Natural Flush Complexion Brush, $18

Experience this soft, cruelty-free and vegan complexion brush in a flattened dome shape that applies, blends and diffuses liquid and cream offerings for an effortless-looking complexion. Pairs perfectly with the Sheer Flush Cheek tint. Suitable for liquid and cream formulas.

Affirmation: I am bright and beautiful.

KEYS SOULCARE MAKE YOU RITUAL: GET ALICIA’S GLOW

“I think you’ll love these light washes of buildable color,” Alicia adds. “They really feel like skincare but when you wear them you look just like you, and that is a beautiful thing.” To nurture and nourish your skin and have fun, here’s Alicia’s 4-step go to:

1. Step 1: Prep and illuminate with an Alicia fave: Let Me Glow Illuminating Priming Serum. Simple and gorgeous.
2. 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.
3. Step 3: Turn up the vibe with a pop of color with Comforting Tinted Lip Balm.
4. Step 4: Give brows lightweight volume and a soft hold with Soft Stay Brow Gel.

All Keys Soulcare color-skincare hybrid offerings are available at keyssoulcare.com and will be available at ulta.com on May 9.

About Keys Soulcare:

Keys Soulcare is a lifestyle beauty brand created by artist, producer, entrepreneur, and New York Times best-selling author Alicia Keys. Born of Alicia’s personal skincare journey and her passion for bringing light into the world, the brand vision is more than skin deep. With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, clean, and cruelty-free product offerings, Keys Soulcare aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action. The brand is available online and through exclusive retail partnerships. Learn more by visiting www.keyssoulcare.com.

Learn more by visiting www.keyssoulcare.com

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