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05/05/2022

Keys Soulcare unlocks inner beauty with new color-skin care hybrids

The Make You line helps nourish skin with a lightweight and buildable color that is dermatologist developed, clean and cruelty-free, the company said.
Gisselle Gaitan
Online Editor
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keys soulcare make you

Keys Soulcare is continuing its push to change the conversation in beauty by helping consumers unlock their inner beauty.

To accompany this mission, the Oakland, Calif.-based company is unveiling a new collection of color-skin care hybrids.

The Make You line, created by artist, producer, entrepreneur and New York Times best-selling author Alicia Keys and board-certified dermatologist Renée Snyder, was inspired by Keys’ personal journey.

[Read More: Keys Soulcare’s Body Care line looks to nourish skin]

“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 of 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.”

New offerings from the brand include Comforting Tinted Lip Balms, Sheer Flush Cheek Tint, Soft Stay Brow Gel and Natural Flush Complexion Brush.

Each new product helps nourish skin with a lightweight and buildable color that is dermatologist developed, clean and cruelty-free, the company said.

[Read More: E.l.f. Cosmetics, Dunkin’ partner on energizing makeup collection]

“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,” Keys said. “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!”

Featuring a blend of time-honored minerals and botanicals combined with modern ingredients to deliver color infused with skin care benefits, each Keys Soulcare offering has an affirmation to empower and ground users as they begin their beauty rituals.

“Our path into color care started with the Let Me Glow Illuminating Serum,” Marchisotto said. “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.”

[Read More: Beauty bounce: Work-from-home trends help propel skin care products]

All Keys Soulcare color-skin care hybrids are currently available online at keyssoulcare.com and will be available at Ulta.com on May 9.

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