When she's not going makeup-free, Alicia Keys is wearing an artfully crafted face of "no-makeup makeup"—a 2020 beauty trend that has gracefully made the transition into 2021. The Grammy award-winning singer-songwriter has been long ahead of this movement, but she's finally sharing her minimalistic ways with the world via Allure's YouTube. We watched and took notes for you so you don't have to (although if you have the time, we suggest you do for Alicia's ASMR-like voice). Her ultra stripped-down routine takes an impressive seven minutes and fifty-four seconds and includes just five products—a far cry from the 10-step Korean beauty regimens on TikTok. It makes perfect sense since the 40-year-young mom launched her beauty wellness brand Keys Soulcare at the tail-end of last year with a focus on more natural products that celebrate holistic practices.
Interestingly enough though the Keys Soulcare CEO says her skin didn't always behave.
"I've always had actually a lot of trouble with my skin, so in a lot of ways it's a new experience for me to have skin that feels a little bit more under control," she said before adding, "To be honest, every day is different. Some days are better than others so skincare to me is like a ritual."
She also shared the simple beauty she swore by in her younger years—lip liner. "The lip liner had to be one shade darker than the lipstick...It was all about the lip liner and that was New York all day," she recalled. Now, her updated routine involves skincare and makeup illusions, but more importantly, one that she's made a habit because to her it means "loving on yourself".
Keys Soulcare Reviving Aura Mist ($22)
Allure/YouTube
After she washes up, she uses Keys Soulcare Reviving Aura Mist which has a lovely Rose of Jericho scent. She credits her glow to misting throughout the day. It doubles as a wellness product too, since each bottle has a mantra on it.
Keys Soulcare Skin Transformation Cream ($30)
Allure/YouTube
She wouldn't be a beauty boss if she didn't shamelessly plug more of her Keys Soulcare line, but she boasts that the super-thin formula of her Skin Transformation Cream has been a life-saver for her sensitive skin. The key ingredient is bakuchiol which is like a plant-based version of retinol, meaning it significantly decreases wrinkles and hyperpigmentation. However, unlike retinol, this natural substitute has no potential side effects like scaling and stinging.
Nars The Multiple Tint in Turks & Caicos ($39/ *This shade is discontinued. Sad we know, but you’ll find this product in more shades in the link)
Allure/YouTube
We love a multi-use product for two reasons—it's a budget and time-saver. Alicia does too and uses Nars' The Multiple Tint on cheekbones, the outer edges of her forehead, and even under her eyes to brighten. She said of the application technique:
"Let's give the illusion that we've been in the sun all weekend, even when we haven't."
Diorshow Stylo Waterproof Eyeliner in Matte Blue ($33)
Allure/YouTube
Alicia had another unique technique for applying her favorite Diorshow Stylo Waterproof Eyeliner. She lifts her lids and lines the inside corners of her upper lash line ever so lightly with colors like blue or green to accentuate her eyes.
Chanel Le Volume de Chanel Waterproof in Brun ($32)
Allure/YouTube
And last but least, she showed how she swipes on her Chanel mascara which sums up her whole beauty philosophy. She said:
"I like to kind of go pretty dramatic with mascara..Beauty is complementing your mood. It is an accessory for you to express and be an artist, in the sense of, you know, we all are the artists of our lives and we get to express that how we want. So, you know, however you want to do it is right."
Well said, no?
Alicia Keys' No-Fuss 10 Minute Beauty Routine | Allure
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Featured image by Allure/YouTube
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"When I graduated high school, I moved back to America, Georgia, and I ended up making, like, the oil, the Rose Galore oil, which is like the staple product of my brand. I don't know what made me make it, but I did, and it literally cleared my face up," she tells xoNecole in an exclusive interview.
"I end up selling it as a body oil first because, obviously, I'm 17, [and] don't have any background as an esthetician or anything like that. I just made a product that worked for me, but people bought it and was using it, and I reformulated it, and then it just stuck like with me."
While MoonXCosmetics is known for its facial products, it wants to expand to body care and home. It just released its new product, Moon-Gel body wash, and it's only up from there. As Mariee continues to grow the brand, it's more than likely that she will see more history-making moments. And so far she has.
Photo courtesy
When asked if she feels pressure to obtain more of those milestones, she says yes and no. "I did $1.8 [million] again, and then I did $2 million but I feel like now, currently, I don't look at that as one of my goals anymore because [of] the headache and just everything that came with it, but I was thankful and blessed to have that milestone, but now I'm looking for more," she says.
"I want to say more reach than more like fast-paced sales. I do want that. Obviously, every girl wants that, but I do want to have a better overall reach for my brand because I did take two years off so I was able to learn, [and] study a lot of different things. See how things have changed from 2020 to now."
"I did $1.8 [million] again, and then I did $2 million but I feel like now, currently, I don't look at that as one of my goals anymore because [of] the headache and just everything that came with it, but I was thankful and blessed to have that milestone, but now I'm looking for more."
Another part of expanding for any company is hiring people. Finding the right person to help you can be a hassle, especially for business owners who are used to doing all the work themselves. Mariee can relate to this, and she touched on this topic in her documentaryThe Million Dollar Story. She recommends having someone be your "right-hand man" who you trust to handle the ins and outs of the company.
"I could say, definitely get, like a right-hand man to help you within the process because that really was what helped me. I never had a job. I literally was 18 now, being like, you know, the boss of over 30+ employees at one point in time, and I didn't know anything. I didn't know anything about no W-2s, no taxes, no clock in, clock out because all I [have] ever known was my brand," she explains.
"So I definitely partner with people who are very skewed and versed in those areas, and they helped me get through it. Even to this day, I still have my same person helping me with hiring, firing, [and] doing everything that I can right now because I'm still learning. But obviously people get jobs young, so they have way more experience than me, but still learning."
And though she is still learning, one thing she makes sure to stay on top of is being consistent. Consistency is what trips many people up when it comes to achieving goals, but Mariee says it's all about scheduling. Whether it's when to post on social media or email marketing, scheduling it out can make a world of difference. That same practice also works when planning out her future goals for the company.
"Right now, future goals would be to drop at least five more products before the end of the year. We always do outreach, where we do drives and all that, but definitely do way more this year, she says. "Then really dive into body [care], and then hopefully open up MoonXBody underneath MoonXCosmetics to let that branch out and be open and definitely get back consistent."
For more information, visit moonxco.com.
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