New Marketing campaign from Alicia Keys’ Keys Soulcare Celebrates Pores and skin and Soul with Rayya Ansari and Different Lightworkers

When Alicia Keys launched Keys Soulcare in 2020, the co-founder and “Goddess In Chief” put forth a life-style magnificence model that celebrated self-care and interior magnificence before everything. Within the months that adopted, it additionally shined a highlight on folks — Lightworkers — who attempt to make constructive modifications and encourage others. 

The group is rising. Meet Rayya Ansari, Ivan Lam and Katrina Rivers, creators who’re making the world a greater place. 

All three have an interior mild that shines vivid — and in a robust new marketing campaign (developed by Keys) for the model’s game-changing It’s Like Pores and skin 2-in-1 Concealer + Tint, that glow is amplified.

Not solely does the providing — the newest within the model’s assortment of Make You color-skincare hybrids — present buildable light-to-medium protection, it’s infused with squalene and niacinamide to enhance the pores and skin’s texture and tone over time. It’s obtainable in 40 shades.

As with all the model’s choices, this has an affirmation written by Keys: My pores and skin, my energy. 

PEOPLE sat down with Rayya Ansari to debate her journey, rituals and what it means to her to personal her energy.

Keys Soulcare Lightworker Rayya Ansari
Keys Soulcare Lightworker Rayya Ansari stars in new marketing campaign.

Keys Soulcare



PEOPLE: Your weblog Beautiful Shock took off round 2018. What made you need to create “modest trend” weblog content material? What gap did you see within the panorama then, and the way has it modified?

Ansari: At first, I began my weblog as a result of I noticed the eye my fashion was receiving on social media. Folks would ask the place I bought sure issues from and I might obtain tons of compliments. In a while, I spotted that there have been not lots of people posting about find out how to gown modestly or sharing inspiration. After I began to get messages from Muslim girls and non-Muslim girls about how I made modesty look cool or gave them concepts on find out how to gown being lined, I knew I used to be doing the suitable factor. I’m so pleased that now it’s far more accessible to seek out others posting modest trend content material.

PEOPLE: What’s probably the most rewarding factor about your job, and probably the most tough?

Ansari: Probably the most rewarding factor for me is that there are younger women and younger girls who might look as much as me and see that they will additionally do it. After I was rising up I didn’t see any Black Muslim girls in magnificence campaigns or any campaigns actually. That actually discouraged me from taking modeling severely as a result of I did not assume it was doable. However now that me and different Muslim girls are getting booked for these jobs they are often impressed to go for it.

Probably the most tough half is that though instances have modified, we nonetheless have a protracted method to go. I do really feel like being a Black Muslim girl on this inventive trade does affect what number of offers I get and the way a lot cash I make. Being that we aren’t on the forefront I believe manufacturers don’t assume there’s a marketplace for us. Or we might not convey a giant viewers however that’s positively unsuitable.

Keys Soulcare Lightworker Rayya Ansari
Keys Soulcare Lightworker Rayya Ansari stars in new marketing campaign.

Keys Soulcare



PEOPLE: What’s the “mantra” or philosophy behind the content material you create?

Ansari: My favourite factor to say is ‘Keep true to your self.’ I believe it’s so vital particularly with the work that I do since you might be whoever you need on social media, however I believe you’ll get one of the best outcomes if you find yourself being your self. Constructing a group off of your individual character is so rewarding.

PEOPLE: What’s probably the most highly effective factor you’ve heard from a follower?

Ansari: Probably the most highly effective factor is at all times going to be when a Muslim girl tells me that I’ve made her really feel extra snug and delightful sporting her hijab. I believe my confidence and the best way I really feel about sporting my hijab reveals and it influences others that they will really feel that very same manner. Carrying the hijab will not be the best journey due to how folks in society might view you. You might be strolling exterior visibly displaying your religion which you realize some folks might hate you due to it. So if I could make anybody really feel snug sporting their hijab I’m pleased.

Keys Soulcare Lightworker Rayya Ansari
Keys Soulcare Lightworker Rayya Ansari stars in new marketing campaign.

Keys Soulcare



PEOPLE: What’s a typical false impression about modest trend?

Ansari: A typical false impression is that it’s boring. When you know the way to layer and put sure items collectively you are able to do no unsuitable.

PEOPLE: What’s probably the most empowering factor about modest dressing?

Ansari: Probably the most empowering factor to me is why I do it. As a Muslim girl I gown modestly to please Allah and religion is essential to me. So even on the most well liked days when it’s in all probability the toughest to remain cool and gown modest I nonetheless select to cowl up and that is highly effective to me.

PEOPLE: How has dressing modestly impacted your magnificence philosophy?

Ansari: I believe when folks gown modestly it forces folks to see magnificence differently. Dressing modestly has actually shifted my notion of magnificence to what’s on the within. Like an individual’s character and the way they’re to different folks. Folks’s seems can fade and as you get older you do look completely different however I really feel like when somebody is genuinely a great person who’s going to remain and I imagine that’s lovely.

Keys Soulcare Lightworker Rayya Ansari
BTS of Keys Soulcare Lightworker Rayya Ansari starring in new marketing campaign.

Keys Soulcare



PEOPLE: What’s probably the most empowering factor about magnificence?

Ansari: Probably the most empowering factor is everybody can outline what magnificence is and what it seems prefer to them.

PEOPLE: What’s your favourite factor to do when all of the make-up is off and also you’re not in entrance of the digital camera?

Ansari: My favourite factor to do is seize my favourite snacks as a result of I’m an enormous snacker and watch a film I’ve already watched 100 instances, ideally an animated movie.

PEOPLE: What change do you hope you’re capable of make utilizing your platform?

Ansari: I’m simply hoping I can encourage everybody to remain true to themselves. Present up as your genuine self at all times and by no means compromise your morals for likes and fame.

This text was written independently by PEOPLE’s editorial workforce and meets our editorial requirements. Keys Soulcare is a paid promoting associate with PEOPLE.


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