Alicia Keys Is Launching a Makeup Collection Alicia Keys is resuming her use of color cosmetics after a long hiatus. Keys’ company, Keys Soulcare, is introducing its first color cosmetics collection in collaboration with E.l.f. Beauty. On Monday (May 1), Keys will debut the collection by wearing it at the Met Gala. Lip balm, cheek tints, and brow gel are among them. What is your favorite beauty products or brand?