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Alicia Keys’ new skincare line wants to ‘turn routine into ritual’

By CAMILLE SANTIAGO Published Dec 04, 2020 3:25 am

The world may have come to a pause this year, but Alicia Keys hopes to introduce a "ritual" that will help us through the pandemic: Keys Soulcare.

"Now more than ever, we need these rituals, these ways to tune into ourselves," Keys said in a video. An advocate of natural beauty, the award-winning artist finally launched her new beauty and lifestyle brand, Keys Soulcare. But unlike any other beauty brands out there, Keys Soulcare goes skin deep—it’s an entire line for the mind, body, and wellness soul. "Soulcare is not just one thing, it’s everything," says their tagline.

Keys, together with drugstore favorite E.l.f Beauty and board-certified dermatologist Dr. Renée Snyder, created a line that will bring positivity and introduce self-care to people. “Creating Keys Soulcare has been my pleasure and my passion. The truth is, self-care—self-love, really—has always been super important to me,” Keys wrote on the website.

“It’s not just the products that I use, it’s also the space I give myself. To slow down. To meditate. To do a face mask or to light my favorite candle. It’s these moments — these rituals — that nurture me and make me feel connected body, mind, and spirit. It’s my one wish that every soul experiences these moments of self-love and acceptance so that we can all shine brighter together,” she added.

“[Keys Soulcare is] a culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection," says the press release. "With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”

Their products are "inspired by ancient beauty rituals, time-honored minerals, and botanicals," such as Manuka honey and Hojica powder, and are infused with intention through symbols, affirming mantras, and recommended rituals.

I created @keyssoulcare because I’ve always had real challenges with my skin. (I know I’m not the only one) I realized so much of it was based on energy around me and how anxious or stressed I was feeling.

Today, the American-born beauty brand launched its first set of “ritual” essentials, a three-piece cruelty-free collection that includes a candle, a moisturizing cream, and a facial roller—all of which are formulated with gentle ingredients that comply with the FDA and European Union Cosmetics Regulation Guidelines.

The Sage + Oat Milk Candle ($38) is a scented candle that calms and relaxes the mind and body through its smoky and sweet subtle fragrance of sage and oat milk. It comes with one of Keys' favorite mantras: "I shine at full wattage," which she says "is our reminder that we are out here to be brilliant, we’re out here to be powerful, we’re out it be as bright as we can possibly be."

Skin Transformation Cream ($30) is a hydrating moisturizer that reveals plumped and glowing skin. It has Bakuchiol to improve the appearance of the skin including tone, texture, and radiance; malachite crystal to calm and purify skin; ceramides and hyaluronic acid to keep skin hydrated.

And finally, the Obsidian Facial Roller ($25) helps stimulate your senses and block negative energy.

Check out our gallery below to see Keys Soulcare's First Ritual collection.

Keys Soulcare is available on their website. Available for global shipping end of January 2021.

Keys Soulcare Sage + Oat Milk Candle, $38

This candle has sage to exude a calming warmth and oat milk to "soothe and add a bit of nutty sweetness." Each candle has a mantra written in it, too: I shine at full wattage.

Keys Soulcare Skin Transformation Cream, $30

The Skin Transformation moisturizer helps reveal plumped and radiant-looking skin.

Keys Soulcare Obsidian Face Roller, $25

This face roller improves skin's tone, texture and suppleness.

Keys Soulcare Sage + Oat Milk Candle, $38

This candle has sage to exude a calming warmth and oat milk to "soothe and add a bit of nutty sweetness." Each candle has a mantra written in it, too: I shine at full wattage.

Keys Soulcare Skin Transformation Cream, $30

The Skin Transformation moisturizer helps reveal plumped and radiant-looking skin.

Keys Soulcare Obsidian Face Roller, $25

This face roller improves skin's tone, texture and suppleness.

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Photos from Keys Soulcare