Music maestro, actress, activist, author of the graphic novel Girl on Fire, and recently turned beauty mogul, Alicia Keys is completely transforming beauty standards, and taking a holistic approach to wellness-inspired beauty basics

She may be celebrated as one of the world’s most authentic singer-songwriters, but Alicia Keys has transcended the music industry, becoming the heart and soul behind one of the latest lifestyle beauty brands to hit the market: Keys Soulcare. Launched at the end of 2020, the concept of the brand is largely influenced by the artist’s personal skincare journey and passion for wellness and self-care. ‘It’s not just [about] the products that I use, it’s also the space I give myself. To slow down. To meditate. To do a face mask or to light my favourite candle. It’s these moments – these rituals – that nurture me and make me feel connected to body, mind and spirit. It’s my one wish that every soul experiences these moments of self-love and acceptance so that we can all shine brighter together,’ she expresses.

Keys Soulcare offers a variety of cruelty-free, clean, dermatologically tested products and tools, such as the Skin Transformation Cream and Obsidian Facial Roller (fan favourites), which are all geared towards encouraging the practise of self-love and making skincare an intentional way of living. Since 2016, Alicia has been in the headlines due to going completely make-up free for multiple red-carpet events and international campaigns, setting a trend for the all-natural, unfiltered look. ‘Every time I left the house, I would be worried if I didn’t put on make-up: What if someone wanted a picture? What if they posted it? These were the insecure and superficial, but honest thoughts I was thinking. And all of it, one way or another, was based too much on what other people thought of me,’ she told various news outlets.

Even in the midst of the COVID-19 pandemic, Keys has found a healthy balance between work, family and self-development, mentioning how important it is to make time for yourself. ‘Everything with me is about wellness. That’s what all of this is about, taking the everyday and turning it into a small bit of a ritual so that you can have a moment for yourself.’ She elaborates: ‘I think that that was probably the most hectic part, kind of balancing between the kids on Zoom and just keeping the circle small, and making sure that you were just kind of handling your business from home. And also handling the family stuff and the home stuff, and all of those pieces.’

Despite the challenges she’s faced these last two years – building her beauty brand and releasing her eighth studio album – Alicia insists that balancing being a mother and artist has been the most eye-opening and fulfilling experience. ‘Motherhood gave me a stronger sense of clarity,’ the singer explains. ‘I used to be less aware of how I wanted to spend my time and more influenced by other people. After I had my kids, I felt like I had found my North Star. I was less wasteful; I worked more effectively.’

‘As women, we get caught up with feeling like we’re supposed to look a certain way or present ourselves a certain way. It’s powerful to change existing concepts and allow beauty to be on the inside and how you’re fulfilling your soul and spirit. What makes you beautiful is when you are content and self-confident and know yourself,’ she exclaims. In this way, Keys Soulcare is an attempt to ‘evolve the dialogue around beauty and even what beauty standards mean’, she adds. ‘I’m not a slave to make-up. I’m not a slave to not wearing make-up either. I get to choose at any given moment. That’s my right.’

Now a beloved wellness and beauty role model, Alicia remains committed to teaching women across the world that beauty is more than just skin deep. ‘Right now the way I define beauty is individuality and wisdom, which I think creates a certain inner confidence. And not confidence in a way that’s only on the surface, but a deep-down knowing of yourself or settling into who you are,’ she expresses. ‘We listen so much to everybody – more than ever, because we have a kazillion voices whose opinions we can access – and we care so much if everybody agrees with us. To bust through all of the noise is very challenging,’ she continues. ‘We become clones of each other. To break free from that and say, “Wait, I’m deciding to be my own individual self. And it looks nothing like what anyone else is doing.” There’s something so powerful about being my own gorgeous, beautiful, individual, unique self.’

Recently, Alicia has been all about spending more quality time with her two boys, Egypt (11) and Genesis (7), and husband Swizz Beatz. The beautiful family has been enjoying taking ski trips together, despite the snow and cold weather. ‘It’s such a beautiful, kind of tranquil, meditation,’ she says. ‘It’s also such a beautiful way to be with your family because so many times everybody’s doing everything in different directions, so it’s really nice to have something that you do together.’ She’s also been on quite the spiritual journey, becoming even more dedicated to journaling as a means of expressing herself and sparking creativity. ‘For me as a writer, I really needed to get back into my journaling because I was getting all backed up in my head, and I was feeling all these things but I wasn’t really able to express them,’ she admits. ‘Getting back into my journaling really opened a space for me, and it made me become more creative too because I was kind of stuffing that down.’

Aside from the journaling and meditation, Alicia enjoys a good yoga session and taking long bubble baths surrounded by tons of candles and incense. ‘I am a candle fanatic!’ she jokes. It’s no wonder her Sage and Oat Milk Key Soulcare candles have become such a hit globally.Inspiring and uplifting people across the world, whether it be on a musical or lifestyle level, Alicia Keys has come a long way in her 20 years of stardom. Now in its second year, Keys Soulcare embodies everything she stands for
as an authentic, strong woman of colour – and things are only looking up from this point on. 

Words by Chandré Emma Kippie
Photography: gallo/gettyimages, Pexels, Unsplash, courtesy images