Singer-songwriter and author, Alicia Keys, has entered the skincare industry in partnership with e.l.f. Beauty, introducing Keys Soulcare in September of 2020. Expanding her multitude of talents, Keys is using the new lifestyle brand to cultivate a new meaning behind skin-care, self-care, and self-love. With its September 29 launch, fans are able to engage and purchase from a brand centered around “inclusivity, empowerment, and a deeper view of beauty.”
From the release of her 2001 debut album, “Songs in A Minor,” to her 2020 self-entitled album, “ALICIA,” Keys’ musical contributions are known for their originality and expressive nature. So, it is no surprise that the classically trained pianist is bringing her unique take on self-care to the beauty world. Keys partnered with board-certified dermatologist, Dr. Renée Snyder, “to create clean, safe, and effective product offerings — always cruelty-free.” According to keyssoulcare.com, the products are formulated with gentle ingredients and without 1,680 substances restricted by the FDA and European Union Cosmetics Regulation Guidelines. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, Keys Soulcare aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.” To completely benefit from the brand, customers are able to sign up to receive weekly stories, tips, or brand updates in their inbox.
Shine At Full Wattage
“This is like me in a bottle… literally a bottle of me,” Keys expresses. Both inviting and soothing, the “Sage + Oat Milk Candle” ($38) introduces true relaxation and connection to self. “[Sage] exudes a smoky, calming warmth… [while] oat milk soothes and relaxes the mind and body with its sweet and subtle fragrance… .” There are evident soul-care benefits from the “Sage + Oat Milk Candle,” but Keys Soulcare includes an affirmation with each product. “I shine at full wattage,” for example, is the mantra you’ll get with the calming candle.
Meditation For Skin & Soul
Part of Keys Soulcare’s first ritual is the “Skin Transformation Cream” ($30), the first skin-care product for the brand. The light-weight, ceramide facial cream is described to hydrate, plump, and nourish the skin. The listed ingredients shown on the website are bakuchiol, malachite, hyaluronic acid, and ceramides. “Bakuchiol exfoliates and resurfaces for improved tone, texture, and radiance. Malachite crystal calms and purifies. Ceramides and hyaluronic acid provide long-lasting hydration.” The given affirmation reads “I welcome all circumstances as catalysts of change,” reminding customers to set your intentions while centering your spirit and nourishing your skin.
Slow Your Roll
With the “Obsidian Facial Roller” ($25), Keys Soulcare has designed the perfect tool for massaging and circulation. The “Obsidian Facial Roller” helps to “stimulate your senses while helping revitalize the appearance of your skin’s tone, texture, and suppleness… .” The roller is handcrafted from natural obsidian stone, which has been used in curative rituals to repel negative energy. Given with the affirmation, “I am strong, capable, and unstoppable,” Keys Soulcare promotes tranquility through use of the “Obsidian Facial Roller.”
Embrace Mind, Body, & More
Not only does Keys Soulcare offer products that help you embrace your inner light, but their online website is also a blog. The blog is broken up to represent what Keys believes to be the four “Keys to Soulcare”: body, spirit, mind, and connection. The four keys “represent our physical, spiritual, mental, and social selves, and work together to unlock our inner light so that we can be more radiant.” Each key gives you different reads with different focuses that, by the last sentence, challenge you to discover inner beauty, inner peace, self-awareness, and community.