The makeup marvel dishes on Alicia’s looks, her daily routine, and the staple offerings she loves.
– KEYS SOULCARE
Ayako is the visionary makeup artist and mastermind behind Addiction by Ayako. With an illustrious career that spans continents and collaborations with industry legends, Ayako’s journey to becoming a world-renowned makeup artist is nothing short of extraordinary. Having honed her skills as the former International Makeup Director of NARS Cosmetics, Ayako’s passion and talent propelled her from her humble beginnings in Japan to the vibrant streets of New York City in 1990. It was there that she found herself captivated by the emerging fame of Francois Nars, attending his brand launch party in an audacious move that would change her life forever.
Ayako’s exceptional artistry and unwavering commitment forever changed the landscape of the makeup industry. She has changed the lives of many through her work, including our Goddess-in-Chief. Join us as we delve into Ayako Yoshimura’s remarkable career, her inspiration, and the artistic vision that continues to shape beauty.
HOW DID YOU GO FROM JAPAN TO BECOMING A MEGA MAKEUP STAR IN NEW YORK?
It’s funny, I never planned to stay this long, but during a project in Japan, I met many people from New York, including stylists, hairdressers, makeup artists, and models. One of the stylists invited me to visit New York and offered to let me stay at their apartment. I took my vacation and ended up staying for about a month. I got addicted to the culture and fell in love with the city. My friend encouraged me to move to New York [permanently], and got an agent and working visa right away, so I felt it was a sign. I decided to try it and here I am!
HOW DID YOU BECOME ONE OF ALICIA’S GO-TO MAKEUP ARTISTS?
I started working with Alicia during her debut around 23 years ago. I was introduced by her stylist at the time, Patti Wilson. We created her look for the “Fallin’” music video. It was a great experience, and we’ve stayed connected ever since.
HOW HAS ALICIA’S MAKEUP STYLE DEVELOPED OVER TIME?
In the beginning, Alicia didn’t have a defined style yet because she was young and focused on her music. Her priority has always been the music, even now. So, as her makeup artist, I was shaping her style. At first, it was fun, but a bit of a challenge for me, too. Now, I would say “fresh” is a good word to describe her style. Her style has always been fresh throughout the years.
AFTER HER MAKEUP HIATUS, HOW DID YOU BALANCE HER REINTRODUCTION TO COLOR?
We had worked on many projects together before and her skin was struggling a bit. It was not clear enough for her, and she was not happy about it. Then she started to learn about the skin, life and her skin naturally improved. She cares about what she puts inside her body as she cares for her skin. Now her skin is younger than it was 20 years ago, especially when she started Keys Soulcare. It’s made her skin so smooth and glowing. In a way, it’s great that Alicia went through her skin problems in the past. It’s meaningful to the offerings and how she understands people’s struggle. I was excited to work together again with the Met Gala. The look was New York City-inspired glam using Keys Soulcare color-skincare makeup hybrids on her skin. It was enough to make her feel and look incredible and represent her new beauty standard with her signature fresh, glowing look.
AS AN ARTIST, WHAT IS YOUR MUSE FOR CURATING LOOKS FOR THOSE YOU WORK WITH?
For others, like models for magazine editorials, I explore my creativity to the theme. I’m mostly inspired by the person themself and their soul. I try to capture the moment of the person. Maybe she wants a natural sort of feeling to it or something bold or big. I try to read their soul when I see them. I don’t give them my inspiration without knowing it. I need a lot of information from them, and then I draw from there to create a look to represent them.
DO YOU USE THAT SAME METHOD FOR YOURSELF?
I always tell people not to do the same thing, but I’m so routine when it comes to myself. Fresh skin and eyeliner are my makeup.
WHAT RITUALS MAKE YOU FEEL THE BEST IN YOUR SKIN?
Washing my hair and putting on makeup. Unlike in America, wearing makeup is a part of starting my day. It’s like having coffee. It’s a very Japanese thing. Even just walking my dog, I wear makeup! Every morning, I wash my hair, and while it’s drying, I do my makeup before I’m ready to go. That’s my ritual because it makes me feel prepared for anything.
WHAT’S THE BEAUTY SECRET YOU SWEAR BY?
My secret is removing what you don’t need. If the base is cleaner, skin gets a much better benefit from what you are putting on. Your skin is like your apartment. When you’re depressed, things pile up, and your home reflects that. Clean off the impurities, like dust, oils, and stress, before adding moisturizer, serums, or makeup. If the base is cleaner, the skin gets better.
When I first worked with Alicia 20 years ago, her skin was struggling. It was not clear at all, and she was unhappy about it. Then she started Keys Soulcare, and really took care of her skin. She cares about what she puts inside her body as she cares for her skin. Now her skin is younger than it was 20 years ago!
WHAT PRODUCT OFFERINGS ARE A PART OF YOUR CLEANSING SOULCARE RITUAL?
The Nourishing Cleansing Balm and Be Luminous Exfoliating powder. I love the cleansing balm because it even removes waterproof mascara and eyeliner without drying the skin. It also has a smooth texture that moisturizes the skin and removes excess dirt and oil without drying out the skin. Be Luminous exfoliates gently to remove dead skin cells, which is crucial for maintaining healthy skin and achieving flawless makeup application.
WHAT DO YOU LOVE ABOUT WORKING WITH THE NEW IT’S LIKE SKIN OFFERING?
The It’s Like Skin 2-in-1 Concealer + Tint acts as a foundation and concealer combined. It’s buildable, allowing you to adjust the coverage according to your preference. Because it’s lightweight, the skin tint goes on with smooth, thin layers without appearing cakey or heavy. The wide range of shades also makes finding a color match for skin tones easier. They’re categorized into undertones, like yellow-based, pink-based, and blue-based, simplifying the color selection process. I love that it melts into your skin, even with just your fingers.
Ayako is inspiring us to release what no longer serves us — or our skin. Let us know in the comments: What are you letting go of this week?
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