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The Latest Keys Soulcare Launch Is All About Self-Empowerment And Making You Feel Good About Yourself
3rd May 2022
Keys Soulcare, the clean skincare brand committed to making others look and feel good inside and out, has launched a new collection of skincare-color hybrid products. For Alicia Keys, who created Keys Soulcare as a result of redefining what beauty meant to her, this new collection is not about covering up one’s imperfections – it was created to enhance and uncover all of the beautiful parts about you.
In the realm of Keys Soulcare, products are referred to as ‘offerings’ and a skincare routine is considered a ‘ritual’ – the lingo is not only a reflection of how the legendary musician has redefined beauty, but it’s also meant to bring meaning to routine. For instance, each product is also matched with an affirmation. Two of the affirmations that appear in the new collection are ‘I put myself first’ and ‘I choose my own path’.
“I’m a huge affirmation mantra maniac,” Keys tells ESSENCE. “There are definitely days when I’m feeling like shit and when I do the affirmations, it’s to claim what I want. I’m never usually feeling what I’m saying; I’m actually needing what I’m saying.”
“These types of ideas are things that we are not really taught to say,” Keys added. “We’re not really taught to say ‘I put myself first’ and to feel good about that. Immediately that brings up a feeling of selfishness or self centeredness, but it’s not about that. It’s about feeling good about yourself and then sharing it with others.”