Alicia Keys is launching a beauty line but not everyone is happy about it

Alicia Keys is the latest to join the growing number of celebrities with their own beauty lines. In 2021, Keys will join the likes of Rihanna, Drew Barrymore and Victoria Beckham – all who have entered the beauty world in the last few worlds.

Earlier in the week American beauty brand e.l.f Cosmetics announced that it will launch a ‘lifestyle beauty brand’ in collaboration with Keys. According to the press release announcing the collaboration, the company said that the partnership would allow Keys to ‘further explore conversations about inner beauty, wellness and connection.’

While many fans of Alicia Keys are excited about the upcoming collaboration, others are confused about the annoucment and are questioning her decision to venture into the beauty industry.

Over the years Keys has been praised for her barely there approach to make-up and in 2019 when she hosted the Grammys the musician went completely make-up free for the event.

It wasn’t the first time that Keys went make-up free – she’s also graced the covers of magazines and her own album sans make-up.

Keys has been vocal about her approach to beauty and a few years ago penned a piece for Lena Dunham’s Lenny Letter blog explaining her decision to introduce her #nomakeup movement. “I don’t want to cover up anymore,” Keys wrote. “Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.”

While some fans might be questioning Keys’ decision, her tweet announcing the collaboration seems to imply that the collaboration might focus on skincare rather than make-up.

Other than the fact that the range will be dermatologist-devloped and cruelty free, fans will have to watch this space as very little is known about what the Alicia Keys x e.l.f. cosmetcs line-up might look like.

Beauty Secrets with Jennifer Ward-Lealand

Acclaimed actor and timeless beauty Jennifer Ward-Lealand talks about the importance of good skincare and the new Avène DermAbsolu range.

It’s fair to say that Jennifer Ward-Lealand knows a thing or two about the importance of a healthy complexion. For the past 45 or so years, the soon-to-be 57-year-old has run the gamut of on-stage and on-screen make-up.

“I literally used to be using grease sticks back in the ’70s and ’80s and that’s not great for your skin,” she recalls. Fortunately, things in the make-up and beauty world have come a long way since then. “I’ve worn make-up for my job, and for many years – quite a lot of make-up on the stage. I’ve really noticed an improvement in the products,” she says.

You don’t have to be involved with the performing arts to understand how wearing theatrical make-up can take a toll on skin. It was for this reason that Ward-Lealand says she was very quick to embrace a thorough skincare routine.

“Because I was putting make-up on, and taking it off, six or seven nights a week, I started a regimen quite early,” she explains. “And I have kept that up over the years. I’m incredibly disciplined about my skin.”

As for her philosophy towards ageing, Ward-Lealand is all for embracing it. “I’m fine with ageing,” she says. “Wrinkles are going to come and I don’t mind that. The role models that I look to are those older women who still have great skin. It’s about skin health; it’s the skin health that I really like and I think that it glows when it’s healthy.”

It’s a similar approach to ageing that’s right at the heart of Avène’s new DermAbsolu range. Rather than attempt to do the impossible and wind back the clock completely, healthy skin ageing is at the very heart of Avène’s new range.

A radiant, confidence-boosting complexion is possible at any age, which is why DermAbsolu takes an innovative, gentle approach to boosting skin health.

While traditional skincare formulations that promise to rid skin of lines and wrinkles have often used harsh ingredients in an attempt to push ‘pause’ on ageing, Avène has harnessed the power of incredibly nourishing ingredients to enhance skin health, helping you to achieve your skin goals.

Taking a gentler approach to restoring youthful luminosity, tone and texture doesn’t have to mean sacrificing real results.

While lines, loss of luminosity and uneven skin tone are common concerns as we begin to age, skin can become much drier and more sensitised.

With sensitive skin in mind and formulations created with highly efficacious ingredients – including an array of game-changing botanical extracts – DermAbsolu ushers in a new approach to ageing.


Innovative Ingredients

The range – which consists of  Youth Eye Cream, Recontouring Serum, Defining Day Cream and Comforting Night balm – avoids any harsh ingredients that could compromise the skin’s barrier.

Instead, a nutrient-rich trio of vanilla polyphenols, Sytenol and Glycoleol soothe and calm skin while working to restore radiance, tone and texture to skin.

Vanilla polyphenols help plump and firm the skin; while Glycoleol deeply nourishes the skin working to restore suppleness. Star ingredient Sytenol is a gentler, natural alternative to retinol.

Derived from the leaves of the babchi plant, Sytenol mimics the effect of retinoids by boosting collagen production, lifting, toning and reshaping the delicate contours of the face.

Skincare Enthusiast

When it comes to skincare, Ward-Lealand admits she loves new products. “I love trying new things and over the past 10 years I’ve been using a lot of quite active products and they’ve really made a difference to the quality of my skin,” she explains.

She’s excited about putting the DermAbsolu range through its paces. “It feels really lovely and I love the scent of it. I feel like it’s doing something nice to my skin.”

As for her daily beauty routine, Ward-Lealand says cleansing and a thorough night-time routine has always been at the heart of her skin regimen. “I always make sure that my skin is as clean as anything at night and in the morning, and then I use all the great products at night and let them do their work.”

But as much as she loves a thorough skincare routine and trying new products, when it comes to what makes a woman beautiful, Ward-Lealand is much more than skin deep.

“I’m quite curious when women are five or 10 years older than me, what makes them beautiful. It’s their style, it’s how they carry themselves, and it’s often the quality of their skin – it still has a healthy dewiness to it.”

To find out more about Avène’s DermAbsolu range, visit here