Singer Alicia Keys attends the MTV Video Music Awards, VMAs, at Madison Square Garden in New York City, USA, on 28 August 2016. Photo: Hubert Boesl/dpa

The singer hopes her new skincare and lifestyle brand, Soulcare, will help women to put themselves first.

Alicia Keys wants women to stop feeling guilty about spending time on their self-care routine.

The Fallin’ singer announced the launch of her debut skincare and lifestyle brand, Soulcare, back in September, and hopes that her all-encompassing collection of beauty products can help women to embrace their own needs.

“A lot of women have a real issue with putting themselves first and I would love to remove the guilt or the martyrdom from the idea that you can take care, be good and find time for yourself,” she told WWD.

The Grammy winner said Soulcare will offer a variety of products – including a sage-and-oat milk candle, face cream, and face roller – that can all be used together as a ritual to help women unwind physically and mentally.

“I realised we talk about skin care, hair care, body care, nail care, but we never talk about soul care,” Alicia shared. “How do you lift your spirit up and look at yourself as a whole person on this deeper level that a lot of times we don’t pay attention to or understand?”

And she has much bigger plans for Soulcare; she wants to eventually expand into food, fitness, and even fashion.

“It’s unlimited, there is no ceiling to this, the access points are many,” she explained. “That’s what I love, it’s not to be contained and constrained. It feels so good being a woman of colour who is more open and creative and connected to myself and my journey then I have ever felt, and being able to connect us together as different people finding our way.”

Alicia’s full Soulcare collection will drop in early 2021.

—Reuters

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