After several years makeup-free, Alicia Keys is returning to paint cosmetics.

Keys’ brand in partnership with E.l.f. Beauty, Keys Soulcare, is launching its first collection of color – skincare hybrid products. Keys will unveil the assortment, which is alleged to deliver light, buildable coverage, by wearing them to the Met Gala on Monday. They include a lip balm, cheek tints and brow gel, and costs range from $15 to $22.

The brand at all times aimed to tackle latest categories beyond home fragrance and skincare, but the brand new collection, called Color Care, also marks Keys’ evolving attitude toward the category. “I used to be taking over these tremendously oppressive beauty standards that I believed in some way applied to me with reference to being perfect, and I obviously rebelled against that,” Keys told WWD, in reference to her previous disavowals of makeup. “I discovered my way around to the undeniable fact that I get to create my beauty standard, I get to decide on what’s beauty to me, and the way I need to precise that.”

Keys is not any stranger to doing beauty her way, going so far as inventing a latest lexicon round her brand. Keys Soulcare products are called “offerings,” and influencers are called “lightworkers.” Each latest stock keeping unit comes with its own mantras, “I select my very own path” being the one for the cheek tints.

“Our mission is absolutely to translate Alicia’s vision with no limits, and that’s the core DNA of the brand,” said Kory Marchisotto, president of Keys Soulcare and chief marketing officer of E.l.f. Beauty. “Now’s at all times an excellent time to create your individual beauty standards, and that’s really what we’re doing with Keys Color. It’s a mix of moments which have led us here.”

Beyond versatility, the gathering touches on key trends in beauty, similar to the blurring lines between skincare and makeup. Keys Soulcare’s first entrée to the space, the illuminating serum, has already achieved TikTok virality. “It was the proper entry to paint because a primer really is a bridge between skincare and makeup,” Marchisotto said. “You have got the nourishment of those skincare ingredients, and likewise the colour and pigment that lets you rejoice. It’s about selecting this lightweight and fresh-faced look, or constructing it up for full wattage.”

It’s also the best time to be launching in color. As WWD reported, data from the NPD Group showed the category’s sales grew 22 percent in the primary quarter of 2022, making it the biggest category in prestige beauty.

While the cosmetics brand she’s going to wear on the Met Gala is now known, Keys didn’t expose much else about her look beyond saying, “I’m going with Ralph Lauren and I’m so enthusiastic about what we’re creating.”

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