Alicia Keys stopped by NBC's "Today" show to talk about her new music and makeup-free movement, and inspired the show's anchors to remove their own makeup.
"You don't have to be what people tell you," the new "The Voice" coach told anchors Tamron Hall, Billy Bush and Al Roker.
Seemingly moved by Keys' message, the anchors took makeup remover wipes and started taking off their stage makeup during the interview.
"You don't have to," Keys told Hall. "It's not for me, it's for you!"
"I know I don't have to," Hall said. "I love the message, I love the idea."
"You don't even look like you have makeup on anyway," Keys told Hall as she helped her wipe it away.
"Are you kidding me?" Hall deadpanned, "I got a ton."
"It's not about makeup," Keys said. "Look, I love makeup too. It's about how you feel. It's about who you are. It's about just being who you are and not letting anyone tell you who you should be. Even this conversation shows our obsession of the standard we hold women."