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.
Keys Soulcare Golden Face Cleanser
Save 30% with code 30SOULCARE 5/2 through 5/6 at 3 a.m. ET
$15.40
$22.00
Amazon
Keys Soulcare Let Me Glow Illuminating Priming Serum
Save 30% with code 30SOULCARE 5/2 through 5/6 at 3 a.m. ET
$18.20
$26.00
Amazon
Keys Soulcare Tranquil Essence
Save 30% with code 30KEYS 5/2 through 5/6 at 3 a.m. ET
$17.50
$25.00
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Keys Soulcare Melting Body Balm
Save 30% with code 30KEYS 5/2 through 5/6 at 3 a.m. ET
$21.00
$30.00
Amazon
Keys Soulcare Truly Becoming Multi-Benefit Peptide Serum
Save 30% with code 30KEYS 5/2 through 5/6 at 3 a.m. ET
$26.60
$38.00
Amazon
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? Keys Soulcare is offering TODAY viewers an exclusive 30% off on select wellness products from the collection. Scroll below to find skin care that speaks to you, affirmations included! These picks are selling out fast, so don't wait to shop.
Keys Soulcare deals seen on TODAY
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.
More Keys Soulcare deals
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
Editor’s Note: This pick is currently out of stock.
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
Editor’s Note: This pick is currently out of stock.
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.
