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2016: Back Back when contouring was all the rage and lips were outlined, Alicia Keys redefined The beauty standards by vowing to stop wearing makeup. Her decision was unheard of, especially in entertainment—the world of glitz and glamour.

It’s going to be a revolution, I pray for God. ‘Cause I don’t want to cover up anymore,” she wrote in an essay for Lena Dunham‘s Lenny Letter at the time. “Not mine, my brain, my soul, my face or my emotions. Nothing.”

Fast forward to 2020 and Alicia entered the beauty space with the release of Keys Soulcare, a brand she described as “serious skincare” with “soul-nurturing rituals.”

Because of the singer’s unique approach to beauty, her brand feels different from what’s already on the market. For one, the Grammy winner is focused on self-care and how that plays a key role in everyone’s skincare routine. The first collection, which includes a moisturizer, facial roller and candle, all include a mantra of some sort. A mantra reads, “I embrace all circumstances that are catalysts for change,”

Each product is also infused with an ingredient that contains healing properties for the mind, body soul. But whether or not you believe in the power of crystals, the formulas were developed in partnership with Dr. Renée SnyderAustin-based Dermatologist and board-certified dermatologist. It’s that added layer of meaning and extra care that makes Keys Soulcare stand out.