Everything you need to know about Keys Soulcare

As the name suggests, Alica Keys' new beauty venture, Keys Soulcare, has been created with wellness in mind – and while the range has been in the works for a while, the concept is especially relevant for 2021.

Indeed, many of us found much-needed comfort and calm through skincare and make-up during the uncertainty of the last year – an emotion that Keys Soulcare is based upon.

Just launched in the UK on Cult Beauty, the long-awaited range comprises 'little ritual' collections, as well as individual products to add a touch of mindfulness to every aspect of your skincare routine.

With choices across skincare and 'aircare' (read: candles and aura mists), alongside bodycare and other pending product categories, there really is something for everyone.

Little Rituals

The first wellbeing-boosting 'ritual' within the collection doesn't disappoint. Dubbed 'Embrace Your Inner Light', the set includes a sustainably sourced candle (perfect for wintry nights), which is made with oat milk and sage, the latter of which has long been used in spiritual purification rituals.

It is designed to be burned while you relax and de-puff your skin with the help of two other products: a clever facial roller made of obsidian (often used to block negative energy in feng shui) and a nourishing facial cream.

Keys Soulcare: The First Ritual

Keys Soulcare Sage + Oat Milk Candle

Keys Soulcare Obsidian Facial Roller

Skin Transformation Cream

While certainly relaxing and thus 'good for the soul', the ritual measures up in terms of skincare credentials too. The face cream contains bakuchiol (a plant-based alternative to retinol) to improve the tone and texture of your skin, as well as ceramides and hyaluronic acid – two brilliant ingredients for hydrating and locking in moisture.

Essentially, you're getting the best of both worlds, with effective skincare delivered in a way to quieten a busy mind.

The Full Collection

In addition to this debut 'ritual' collection, Keys Soulcare has launched a core line of "clean, cruelty-free products" created in partnership with dermatologist Dr. Renée Snyder. It's designed to cover the main aspects of your skincare routine (although SPF is currently absent), so that you can turn each step into a moment of 'soulcare'.

That starts with taking the time to clean your skin with the gel-based Golden Cleanser, packed with honey, charcoal and (Ayurvedic) turmeric. Then there's a skin-brightening lactic acid-based chemical exfoliator named Be Luminous and the relaxing Harmony Mask, which uses one of the brand's hero ingredients, Manuka honey, alongside activated charcoal and gold foil (for added indulgence).

Once again, the mindful benefits of the products are balanced with proven skincare ingredients and there are choices for all skin types and concerns, including a fragrance-free face cream for those who struggle with sensitivities.

We would also recommend enjoying a spritz of the delightful Reviving Aura Mist morning and evening before you start your skincare routine, as well as the soothing Comforting Balm for when you need to banish dryness on lips, faces and elbows, which has a heavenly vanilla scent.

Alicia Keys' Soulcare Skincare Routine

“We're so busy all the time that I don't think we create these small rituals for ourselves," explained Keys. "Even the five minutes it takes to wash my face — when I’m able to create that space for myself, I feel more beautiful, more powerful, more possible.”

"More than ever we need these rituals, these ways to tune into ourselves," the Instagram video announcing the launch was captioned. "I'll think about just bringing more ease and calm into my world. That's Soulcare."

More skincare, bodycare, 'aircare' and more are set to be launched later in 2021.

Updated: 23/09/2020

Part beauty company, part wellness revolution, Alicia Keys has unveiled Keys Soulcare - her new brand in partnership with Elf Beauty.

The singer has defined the concept as a "soulful new lifestyle and skincare experience," which will see wellbeing-boosting beauty products joined by various advice-driven content platforms to bring a truly 360 degree approach to wellbeing.

As for what 'soulcare' actually means, you can think of it as the 2021 version of 'balance' and 'wellness': a timely move, considering self-care has become an ever-increasing focus during the coronavirus pandemic.

To further define the concept, Keys has outlined four “Keys to Soulcare” (notice the nice pun on her name), which are Body, Spirit, Mind and Connection. From a product perspective, the focus starts with "small rituals", to support mental and physical wellbeing.

The four areas will also act as brand pillars through which the singer, and a host of industry experts, dubbed 'lightbringers', are hoping to start important conversations about wellbeing for individuals of all backgrounds.

Advice and inspiration will be shared not only via the company's social media platforms, @keyssoulcare, but through a weekly newsletter and content-rich website, with initial topics including “Alicia on What Beauty Means to Me,” and “Artist Ming Smith on Aligning Path & Passion.”

“The first time we met Alicia, we knew that we were creating something that transcended skincare," says the chief marketing officer for Elf Beauty, Kory Marchisotto. “Her powerful words and her passion for taking care of the whole self inspired us to create a rich, soulful content experience along with serious skincare. Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.”

Original article

Alicia Keys has become the latest celebrity to announce the launch of her own beauty brand, following in the footsteps of fellow singers such as Rihanna (Fenty Beauty), Lady Gaga (Haus Cosmetics), and Selena Gomez (Rare Beauty).

Dubbed a "lifestyle beauty brand" that is "more than skin deep", the label is said to have inclusivity at its heart, with Keys' mixed heritage playing an important role in the direction.

The exciting news was announced by E.l.f Beauty, the affordable cosmetics company that is collaborating with the singer on the new brand. It is set to launch in 2021 but does not currently have a confirmed date or name.

A 15-time Grammy Award winning artist and producer, Keys made headlines in 2016 when she announced that she would be going increasingly make-up free, after being inspired by not wearing cosmetics on the cover of her album Here. She's since walked the red carpet multiple times either bare-faced or wearing minimal make-up, and her flawless skin often outshines full make-up looks.

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As such, we certainly hope that the new line will reveal the secrets behind Keys' glowing and youthful complexion (through skincare and 'no make-up make-up'), while providing an array of product options for a diverse range of skin tones.

We can expect the collection to retail at a reasonable price point, too, considering that E.l.f specialises in that area of the market. Our top predictions? Glow-boosting skincare that negates the desire for heavy foundation, and minimal make-up essentials (which you can currently find in E.l.f's exclusive set).

That said, the 'lifestyle brand' label means we might even be treated to diverse haircare and wellness products, which would be especially exciting.

Below, see Keys speaking for the first time about the impending launch.

“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty,” reveals Kory Marchisotto, the chief marketing officer for E.l.f Beauty and the president of Alicia Keys' new brand. “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”

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