Alicia Keys Invites You to Love Your Skin and Your Self : Alicia Keys has partnered with beauty and science experts to build a lineup of skincare products that can speak to more than just the physical side of life. The result is Keys Soulcare, which seeks to extend beauty from the body into the realm of the mental and metaphysical as well.
Inside and Outside
The Keys Soulcare identity is first and foremost distinguished by an emphasis on connecting caring for your exterior self with honoring your interior self. Alicia Keys has become an icon of self-love and self-improvement, so it makes sense that her beauty line would express the entwining of inner and outer beauty. For example, the brand’s Golden Cleanser with Manuka Honey is a high-quality cleanser suitable for a wide range of skin types, but it is also presented as an opportunity to clarify your thoughts and intentions, and is paired with the affirmation “I am devoted to this moment.” The fanatically beloved Sage + Oat Milk Candle is the starting point of every Ritual, a deliciously scented way to connect your mind and emotions to the care you are giving your body. This message is not missed by fans, with devotees like Carmina Berry noting that it is on-brand for Alicia:
The union between body, spirit and mind that Alicia Keys represents for so many around the world has been distilled to its essence and encapsulated in the Keys Soulcare beauty line.
Time and Attention
One concept that seems to be woven throughout the Keys Soulcare beauty brand is mindfulness—pausing and paying attention. The seemingly endless train of responsibilities that you have to juggle can demote your skincare and beauty routines to rushed chores that you squeeze in, while giving most of your energy to other people and tasks that you deem more important. Alicia Keys and Keys Soulcare beckon you to stop and give yourself time and attention. This mindful aspect of the brand is most clearly seen in the Keys Soulcare Rituals. Rituals are multi-part regimens or programs that include products geared for specific needs or intentions.
Ritualizing your beauty regimen gives it weight, and it asks you to devote more than a few seconds to self-care. There are almost a dozen Rituals, from the simple Meditation Ritual that clears your mind and spirit before meditating to the reviving and indulgent Soulmate Ritual that you can share with a beloved partner. With many fans gushing over which products they have and which they are looking forward to adding to their Ritual, it’s clear that the beauty-loving community is hungry for something more meaningful than the usual offerings that “fit into” a busy schedule. Keys Soulcare says it’s time to stop “squeezing in” and start taking up space in your own life.
Caring and Sharing
The “soul” in Keys Soulcare reflects the fact that, in addition to nurturing your body and freeing your mind, the brand encourages you to energize your heart and soul as well. This embrace of spiritual uplift is embodied not only in the establishing of beauty rituals to show yourself some love, but also in turning that love outward toward your wider world. For example, the Harmony Ritual employs ingredients like turmeric and Manuka honey to harmonize your skin, but it is also meant to center you in a feeling of inner harmony that you can then project outward. Keys Soulcare encourages social engagement and asks community members to share their insights, building a knowledge base as well as a fan base.
An often-unspoken truth—that caring for yourself pays off in ways that you can share with others—definitely shows up in the enthusiasm of Alicia’s fans. Self-professed “Alicia Keys ultimate fan” Ailsa Walter responded to a product demonstration video with a popular sentiment: “Love these vids! Keep them coming!”
Fans of Alicia’s music and media career who’ve now become fans of the Keys Soulcare line “get it” when it comes to the positivity and community that the artist and the brand share. “Thank you for sharing your brand but most importantly your heart with us,” raves Instagram’s KELZNOUVEAU.
It’s this sharing that completes the circle of healing and transformation that unites body, mind, spirit and community.
Through the power of self-love, mindfulness and connection, Alicia Keys and Keys Soulcare are aiming to demonstrate the value of nurturing vitality in every part of your unique self. If the blissed-out responses of fans are any indication, it looks like they’ve hit the target.