Alicia Keys shared in August that she was dipping her toes in the beauty space arena. After much anticipation, and the reveal of her first product – a Sage + Oat Milk Candle in November – Keys launched what she’s dubbed her “First Ritual:” a trio of products including the candle ($38) and her Obsidian Facial Roller ($25), plus her debut skincare product called Skin Transformation Cream ($30).
With an emphasis on self-love, the products (available on both keyssoulcare.com and ulta.com) are packaged with affirmations. Additionally, the brand’s website is full of practices to encourage connection to oneself, and others. And for Keys, who has publicly documented her skincare journey in recent years, it was imperative that each product be dermatologist-developed (she created them in partnership with Dr. Renée Snyder, a board-certified dermatologist co-founder of clean beauty brand W3LL PEOPLE, and cruelty-free.)
“So much of what we consider beautiful comes from how we feel on the inside. And that is something that I’ve learned and now honor so much,” Keys told PEOPLE ahead of the launch. And growing up, I had issues with my skin. So I always wanted to create something that would fix that and be good for all the other people that have issues too. But little did I know that so much of what we consider beautiful comes from how we feel on the inside. And that is something that I’ve learned and now honor so much. We’re always so focused on the outer just because it’s a very physical world. But how does one actually find their way to their soul and to caring for their soul? And that’s what led me to this idea of soulcare.”
She continued, “So that is definitely the spirit behind Keys Soulcare, this idea of ritual and how to access it and create these small moments for ourselves in our busy days. It’s not really about a bunch of products that I want you to buy. It’s about how we are caring for ourselves, nurturing ourselves, thinking about ourselves. In so many ways that’s taboo, like, God forbid you think about yourself. We’re just not taught how to do it, and I’d love to change that narrative.”