Alicia Keys’ New Lifestyle Brand Is Soul-care Meets Self-care

Alicia Keys’ new lifestyle beauty brand, Keys Soulcare, could be the clean-beauty line we’ve been waiting for. The ingredients are clean yet effective, ethically sourced from around the world, and brought to you with soul. Developed in partnership with clean-beauty enthusiast and dermatologist Dr. Renée Snyder, the brand incorporates soul-care by offering sets as rituals. Each product comes with an affirmation.

Keys Soulcare is a culmination of Keys’ journey to being comfortable with how she expresses beauty – in a way that wasn’t based too much on what other people thought of her. You probably remember her make-up free phase when she penned a letter on Lenny titled, “Alicia Keys: Time to Uncover.” In it she wrote:

“‘I don’t want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.”

That gives you an idea of her beauty journey and her vision for Keys Soulcare. Cool, right? Check out some of the products here; they’re sold online and in Ultra Beauty stores nationwide.

Golden Cleanser

**Affirmation: I am devoted to this moment.**

This delicate and soothing cleanser cleans pores and gently removes dirt, makeup, and impurities. But this cleanser doesn’t just cleanse, it is an aromatherapy experience. Made with antioxidant-rich Manuka honey from New Zealand, soothing turmeric, and calming chamomile, the company promises that the delicately scented lather will awaken you to your higher purpose. Price $20.

Harmony Mask

**Affirmation: I walk in my own strength**

This sandalwood-scented face mask purifies and balances to restore harmony to your skin and soul. Made with Manuka honey, a potent and purifying antioxidant that helps draw moisture into the skin for long-lasting hydration, and with gold foil that restores harmony and radiance. The scent of sandalwood soothes and encourages stillness. Price $28.

Skin Transformation Cream

**Affirmation: I welcome all circumstances as catalysts for change.**

This rich ceramide face cream hydrates, plumps and nourishes while purifying and centering the spirit. Bakuchiol, a plant-based alternative to retinol, is one of the main ingredients. It’s an antioxidant-rich exfoliator that helps improve the look of tone and texture. Malachite crystal calms and purifies. Ceramides and hyaluronic acid provide long-lasting hydration. Price $30.

Sage + Oat Milk Scented Candle

**Affirmation: I shine at full wattage.**

Soulcare signature Sage + Oat Milk Candle is an invitation to connect with your true self as you relax, put your senses at ease, and enjoy the moment. Oat milk soothes and relaxes the mind and body with its sweet and subtle fragrance like a love letter to your soul. Price $38.

Obsidian Facial Roller

**Affirmation: I am strong, capable, and unstoppable.**

This roller helps to revitalize the appearance of your skin’s tone, texture, and suppleness. Obsidian has been used for thousands of years in feng shui and other curative rituals to repel negativity and clear the psychic smog that can surround us. Its cooling touch energizes as it soothes, helping promote a sense of tranquility while opening your awareness to the present moment. The natural obsidian stone feels heavy (weighted) and well-made. Price $25.

Comforting Balm

Affirmation: I surround myself with things that are good for me.

Lightweight, silky, and deeply hydrating, the camellia seed oil moisturizes and nourishes the skin. With ingredients like Rose of Jericho, avocado oil, and shea butter, it helps turn the look of dull and dehydrated skin to a bright glowing complexion. The company says it will soothe your soul and lift your spirits. Price $12.

Keys Soulcare is available now at keyssoulcare.com and ultabeauty.com.