Reintroducing Keys Soulcare
Allow us to (re)-introduce ourselves. Welcome to Keys Soulcare, a holistic skincare and wellness-inspired beauty brand that inspires you to care for your whole self — inside and out.
Our Goddess-in-Chief and founder Alicia Keys created the brand to venture beyond conventional skincare and open up a global conversation about soulcare. It’s a movement that’s centered around connecting with yourself, finding moments of joy and empowerment in the everyday, and creating rituals that serve you.
Today, Keys Soulcare creates dermatologist-developed skincare, bodycare, and skincare-makeup hybrid offerings that are for everyone.
But before Keys Soulcare was a glint in her eye, Alicia Keys’ beauty journey took a different path in regards to skincare, makeup, and self-expression.
Alicia Keys’ No Makeup Movement and Empowerment
After years of photo shoots, music videos, and touring, Alicia had lost sight of her own skin. She found herself wearing makeup as a defense mechanism. She began to internalize toxic beauty standards that felt limiting, instead of embracing her “imperfections.”
In an interview with Byrdie, Alicia shared: “I started to realize my skin was reflecting everything—from what I ate to how I felt to the energy around me. At the time, I had a lot of toxic energy around me, and I needed to get rid of it. Prioritizing my health and well-being was the catalyst for creating Keys Soulcare."
It was clear to Alicia that her relationship to both makeup and her sense of self was evolving. She was ready to claim her uniqueness, own her power, and move at a higher vibration.
Why did Alicia Keys Stop Wearing Makeup?
“I didn’t feel comfortable without [makeup],” she said. “As I got into the music world, [makeup] was what you did every day to do your television, or to do your shoot. So, I did it because I thought that’s what you’re supposed to do.”
In her 2016 letter that spawned the “#nomakeup” movement, Alicia 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… I hope to God it’s a revolution.”
After kicking off the No Makeup movement, Alicia said: "I felt powerful…My desire to listen to myself, to tear down the walls I built over all those years, to be full of purpose, and to be myself! The universe was listening to those things I'd promised myself, or maybe I was just finally listening to the universe, but however it goes, that's how this whole #nomakeup thing began."
Does Alicia Keys Now Wear Makeup?
Today, Alicia is back to wearing makeup on her own terms.
While she loves going bare-faced, she doesn’t shy away from a no-makeup makeup moment or a fun full glam at the Met Gala or the Tony Awards, either.
For Alicia, makeup is a tool for self-expression and celebration — and one of the many in her self-care arsenal to shine at full wattage.
“Getting ready is all about feeling good, and I love the getting ready part. The affirmation ‘I own my power’ is something I’m carrying with me in the beautiful, celebratory evening.”
Alicia Keys’ Approach to Beauty and Wellness
Alicia says that rituals are a huge part of her daily beauty and wellness practice. Her every morning skincare ritual is all about greeting the day with intentionality.
“The few minutes I take to wash my face can make me feel more beautiful, more powerful, more possible.”
Each morning, Alicia affirms herself she does her skincare. She washes her face with the Golden Face Cleanser, she savors the uplifting sage + oat milk scent while reciting the affirmation: “I am devoted to this moment.”
For Alicia, skincare isn’t about the products you use, but the meaningful rituals you create around self care and soulcare.
“I'm so fascinated with rituals, and with different groups of people that throughout time have passed them down and down and down…That’s 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."
The Community Loves Keys Soulcare
Here’s what people are saying about the Keys Soulcare line:
“Love the Keys product[s]. It's my first choice of face wash and moisturizer. Love the feeling and smell everytime I use them.”
“Keys Soulcare goes beyond skincare to truly care for the whole self‚ body, mind, and spirit. Absolutely LOVE the KEYS Soulcare Comforting Tinted Lip Balm. It glides right on your lips leaving a light tint of color behind.”
“Love it! I want all Alicia’s products, in love with them.”
“This is the first time ever trying this brand and it has exceeded my expectations. The Keys Soulcare Firm Belief Smoothing Peptide Cream nourishes my skin and makes my skin feel plump. I am amazed…I will definitely purchase in the future.”
Ready to build your own distinctive soulcare ritual? Shop the entire collection of Keys Soulcare offerings.
SPIRIT
MIND
BODY