Looks like Alicia Keys' no makeup message is inspiring others to have more self-confidence.
The 35-year-old singer stopped by the Today show on Friday, when she was asked about her decision to stop wearing makeup in the public eye. Keys has been noticeably makeup-free at recent high-profile events, including the BET Awards in June and the MTV Video Music Awards on Sunday.
Keys stressed that she's not anti-makeup.
"It's not about makeup. Look, I love makeup, too, and it's all good," she said. "It's about how you feel, it's about who you are."
"I think the other thing that's kind of crazy is this conversation, it kind of shows our obsession of the standard we hold women... the standard of beauty," she added.
Keys' message inspired co-host Tamron Hall to also shed her makeup, but only with the help of the GRAMMY-winning artist.
"You don't have to," Keys said as Hall brought out facial cleansing wipes. "It's not for me, it's for you!"
"Look how beautiful you are," she later commented as she gently helped Hall, 45, remove her makeup.
Keys' husband, producer Swizz Beatz, recently took to Instagram to defend his wife against those criticizing her for not wearing makeup at the VMAs.
"Somebody's sitting at home mad, because somebody didn't wear makeup on their face… not your face, but they didn't put makeup on their face because, they just didn't feel like wearing makeup," he said in a video, clearly baffled. "But you're mad because that person didn't put makeup to please you? Type of sh*t is this? Because you can do whatever you want to do."
"... You must be mad at a lot of sh*t," he continued. "You better look in the mirror and get that a** fixed, because, if you're mad about someone not putting makeup on their face -- as their decision -- you got a lot of work to do in life."
In May, Keys got honest about overcoming her physical insecurities growing up -- particularly, her complex relationship with makeup -- in a candid essay for Lena Dunham's Lenny Letter. The insecurities of course got worse as her fame grew.
"This was the harsh, judgmental world of entertainment and my biggest test yet," she explained. "I started, more than ever, to become a chameleon. Never fully being who I was, but constantly changing so all the 'theys' would accept me.”
Keys later credited her now healthier level of self-esteem to discovering meditation, and an enlightening moment when she allowed a photographer at a photo shoot to take pictures of her without any makeup on.
"I hope to God it’s a revolution," Keys wrote. "'Cause I don't want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing."