[unpaid/sample/affiliate/ad] To be honest, before I started yoga, I might have thought this new lifestyle brand from Alicia Keys a little too woo for my tastes. There’s a lot of light bringing and affirmations. These days though, I say, each to their own and if an affirmation a day keeps the gloom away, it’s all good. Positivity is not to be sniffed at right now, and anything that helps you to be happier in yourself is a thumbs up in my book. If you asked a dermatologist, or indeed, a psycho-dermatologist, whether emotional stress can play a part in skin acting up, they’d say yes in a heartbeat. Obviously, the part that Soulcare has to play is to remind you that self-care is a priority – even when time is tight.
Because Alicia has worked with e.l.f. on this range, the price points are far more friendly than I was expecting. The thing I like best so far is the Sage & Oat Milk Candle (£35) – just a deliciously soothing and mellow scent to have around you. I could quite easily see the lighting of it as a good segue between working at your desk and shifting off to the sofa for some down time. Skin Transformation Cream (£30, devised by a dermatologist) is multi-tasker for the face – resurfacing, brightening and anti-oxidant rich (with a dash of malachite for anyone who believes in the healing art of gem stones or crystals). There’s also an Obsidian Facial Roller (£25) so you can make a ritual of hydrating as well as cleansers, masks, exfoliators and yes, an aura cleansing spray.
There’s something sweet about this entire range – it’s very unselfconsciously ‘LA’, aiming to transform routines into rituals that count while encouraging you to make space for yourself.
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As part of that, you’re asked to speak the mantras that come with the products as you apply them. I mean, either you will or you won’t – I can’t see how it will matter either way because the choice is yours – but here’s the thing… I never thought I’d end up in a downward dog or a crow pose or close my hands together and say namaste, but I do, and happily so. If it brings you a ray of joy, it’s done the job. Find KEYS Soulcare HERE, non-affiliate HERE.
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