Over the summer, news broke about Alicia Keys partnering with e.l.f. Beauty for a different kind of beauty brand. Since then, we've been not-so patiently awaiting the details. See, Keys Soulcare is not only meant to be a skincare line but an entire mind, body, and wellness destination. "Soulcare is not just one thing, it’s everything," reads the tagline on the brand’s site, and while that's vague it's also intriguing—and in this time, when beauty launches are a dime a dozen and everyone is feeling the fatigue of it all, exciting.
Keys partnered with Dr. Renée Snyder, board-certified dermatologist and co-founder of W3LL People (which is now owned by e.l.f.) to develop and formulate the products in the collection. Now, the first collection is here and we're ready to dig in. Below, meet the First Ritual—a collection of curated offerings that are not only good for your skin but encourage rituals and self-care. Below, read about a few products in the launch and how to use them, as well as why and how they work from Dr. Snyder herself.
Soulcare is not just one thing, it’s everything.
According to Snyder, working with Alicia Keys to develop this collection was nothing short of wonderful. "Sharing her wisdom on self-preservation and the importance of self-care, while being able to focus on the creation of these wonderful products—which she likes to call offerings—and creating these rituals with her has been an amazing journey," Dr. Snyder shares with Byrdie exclusively. She adds, "We wanted to offer products that are not only good for the skin, but go further to help create soul-nurturing rituals and encourage you to take the time to care for yourself—body, mind, and spirit."
The First Ritual contains the Sage + Oat Milk Candle ($38), a smoky, warm scent meant to accompany your wintertime routine and the Obsidian Facial Roller ($25). "[Obsidian] is known as a protective stone that shields against negativity and helps alleviate stress and tension," Dr. Snyder explains.
The likely hero product (we're calling it) is the brand's Skin Transformation Cream ($30), a moisturizer formulated with bakuchiol, a natural alternative to retinol. "Bakuchiol is a plant-derived ingredient that functions like retinol without all the undesirable side effects, such as peeling and burning," Dr. Snyder says. “In studies, it has shown to improve the appearance of fine lines and wrinkles, skin texture, and elasticity."
The Skin Transformation Cream offers a rich, comforting texture and a blend of ceramides, hyaluronic acid, and the aforementioned bakuchiol for all your plumping, hydrating, and smoothing needs. Perhaps it's even responsible for Keys' no-makeup glow? Dr. Snyder suggests using the Obsidian Facial Roller after applying the Skin Transformation Cream to massage, increase circulation, and allow the product to better penetrate into your skin.
Your skin health has a powerful impact on your emotional and mental wellbeing.
It's no secret taking care of yourself, and your skin, isn't simply about vanity. "Your skin health has a powerful impact on your emotional and mental wellbeing," Dr. Snyder says. According to her, because your skin is your body's largest organ, there are real and important connections it has to larger health issues in your body. She notes, "Unhealthy or damaged skin can also be indicative of more serious internal problems manifesting on the surface." Dr. Snyder doesn't say this to scare us, she makes the connection between skin and overall health to better embolden you to feel confident in your choices and find joy in your rituals.
Dr. Snyder leaves us with one more note: "Keys Soulcare [allows for] taking the time to care for yourself—body, mind, and spirit—[and] thus enables us to feel connected to ourselves and each other. It marries the concept of self-love with effective skincare products." That sounds like a remedy to our 2020 woes if ever there was one.
The full collection is available to shop today at KeysSoulcare.com.