Alicia Keys decided to go makeup free to several events to promote natural beauty — as we all know women’s societal pressure to fit beauty standards (via Glamour UK). Though Keys is back to wearing makeup — she always took a strong stance on the importance of never having to change your identity to fit in. “The pressure to try to [get me to] wear more dressy things… that just wasn’t who I was and it will never be who I am. And even as I grow now, and can truly feel comfortable in multiple ways and styles, I still am who I am. So , I was happy that I was pretty strong from the beginning,” Keys told Glamour.

The singer’s brand, Keys Soulcare, is more of a ritual than skincare products. It initially had three products: Skin Transformation Cream, Obsidian Facial Roller, and Sage + Oat Milk Candle, so one could use them all together and create a self-care routine for oneself, per Allure. “What I’ve realized is I need to be able to have the space for myself — I need to be able to have a few minutes,” Keys added. The hydrating cream infused with hyaluronic acid, ceramides , and bakuchiol was intended to nourish the skin while also “purifying and centering the spirit.”

Keys Soulcare has added more products to the collection to bridge the gap between wellness and skincare, which is what many people have been seeking post the lockdown phase that has generated important mental health discussions.