It's almost impossible to talk about the no-makeup movement without mentioning Alicia Keys. The singer-songwriter became its unofficial fresh-faced spokesperson back in 2016 when she took a very public break from wearing makeup, in an industry where full coverage is the standard.
And she's continuing to shake up the industry with her lifestyle beauty brand, Keys Soulcare. Since the brand first came onto the scene in 2020, it has launched a number of skin and body products, all of which come with an affirmation on the packaging. The affirmations, which are written by Keys, include phrases like "I put myself first," and "I choose my own path," that are meant to be incorporated into your beauty ritual (Keys said that the foundation of Keys Soulcare is about "turning routine into ritual"). "It kind of grounds you and reminds you of what you can be, as opposed to just rushing through and being done and then going off into the world and feeling scattered," Keys said in a 2022 Zoom interview with Shop TODAY.
"One of the things that I like to do is I pick an affirmation and I keep saying it all day," Keys added. "It's like a meditation in my head that just keeps playing, and I do find that it starts to shift my mood."
Want a beauty ritual that helps you feel more grounded? We rounded up some of our favorite offerings from the brand below, so you can find skin care that speaks to you, affirmations included!
Keys Soulcare picks to shop
Keys Soulcare Golden Face Cleanser
This soothing face cleanser removes dirt, makeup and impurities all while softening your skin, according to the brand. It's packed with powerful yet gentle ingredients like turmeric, chamomile and manuka honey, making it perfect for use morning and night.
Keys Soulcare Let Me Glow Illuminating Priming Serum
Multi-use products help streamline your morning routine, and this illuminating serum is no exception. According to the brand, it creates a healthy-looking glow on all skin tones by brightening, plumping and smoothing the look of skin. Use it as the last step of your ritual or as a makeup primer.
Keys Soulcare Tranquil Essence
Soothe and calm the skin with this rose-infused toner. By gently pressing this essence onto your face and neck, it'll help create a healthier-looking complexion, according to the brand.
Keys Soulcare Melting Body Balm
Rub this moisturizer into your skin and watch the warmth from your hands transform the balm into a nourishing oil. You can use it on dry or damp skin, according to the brand, and you'll be left with a radiant glow.
Keys Soulcare Truly Becoming Multi-Benefit Peptide Serum
This clinically tested peptide serum can be used morning and night to visibly improve the look of fine lines and wrinkles, according to the brand. Simply smooth on one or two pumps after cleansing, using upward motions.
Keys Soulcare Sage + Oat Milk Candle
This hand-poured candle is scented with sage and oat milk, and has an impressive burn time of 65 hours. The brand describes the welcoming fragrance as sweet, subtle and cleansing, bringing a sense of calm to any space.
Keys Soulcare Skin Transformation Cream
If you’re looking for a non-greasy face moisturizer, you’ll love this lightweight pick. The gel-cream is formulated to transform your skin with a blend of plumping ingredients like bakuchiol, hyaluronic acid and ancient malachite. You can use it morning and night after cleansing, according to the brand, as the final step in your skin care ritual.
How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. For this story, the Keys Soulcare team previously offered Shop TODAY readers deals on the above items.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.
