[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.
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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