New Advertising marketing campaign from Alicia Keys’ Keys Soulcare Celebrates Pores and pores and skin and Soul with Rayya Ansari and Completely different Lightworkers

When Alicia Keys launched Keys Soulcare in 2020, the co-founder and “Goddess In Chief” put forth a life-style magnificence mannequin that celebrated self-care and inside magnificence in the beginning. Throughout the months that adopted, it moreover shined a spotlight on of us — Lightworkers — who try and 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 higher place. 

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

Not solely does the offering — the latest throughout the mannequin’s assortment of Make You color-skincare hybrids — current buildable light-to-medium safety, it’s infused with squalene and niacinamide to boost the pores and pores and skin’s texture and tone over time. It’s obtainable in 40 shades.

As with all of the mannequin’s decisions, this has an affirmation written by Keys: My pores and pores and skin, my power. 

PEOPLE sat down with Rayya Ansari to debate her journey, rituals and what it means to her to non-public her power.

PEOPLE: Your weblog Stunning Shock took off spherical 2018. What made you might want to create “modest pattern” weblog content material materials? What hole did you see throughout the panorama then, and the best way has it modified?

Ansari: At first, I started my weblog because of I observed the attention my vogue was receiving on social media. Of us would ask the place I purchased positive points from and I would acquire tons of compliments. Shortly, I noticed that there have been not a lot of folks posting about learn how to robe modestly or sharing inspiration. After I started to get messages from Muslim women and non-Muslim women about how I made modesty look cool or gave them ideas on learn how to robe being lined, I knew I was doing the appropriate issue. I’m so happy that now it’s way more accessible to hunt out others posting modest pattern content material materials.

PEOPLE: What’s in all probability essentially the most rewarding issue about your job, and possibly essentially the most robust?

Ansari: In all probability essentially the most rewarding issue for me is that there are youthful girls and youthful women who may look as a lot as me and see that they’ll moreover do it. After I used to be rising up I didn’t see any Black Muslim women in magnificence campaigns or any campaigns really. That really discouraged me from taking modeling severely because of I didn’t assume it was doable. Nevertheless now that me and totally different Muslim women are getting booked for these jobs they’re usually impressed to go for it.

In all probability essentially the most robust half is that although cases have modified, we nonetheless have a protracted methodology to go. I do actually really feel like being a Black Muslim woman on this ingenious commerce does have an effect on what variety of affords I get and the best way so much money I make. Being that we aren’t on the forefront I imagine producers don’t assume there is a market for us. Or we would not convey an enormous viewers nevertheless that’s positively unsuitable.

PEOPLE: What is the “mantra” or philosophy behind the content material materials you create?

Ansari: My favorite issue to say is ‘Preserve true to your self.’ I imagine it’s so very important significantly with the work that I do because you is likely to be whoever you want on social media, nevertheless I imagine you may get the most effective outcomes if you end up being your self. Setting up a gaggle off of your particular person character is so rewarding.

PEOPLE: What’s in all probability essentially the most extremely efficient issue you’ve heard from a follower?

Ansari: In all probability essentially the most extremely efficient issue is always going to be when a Muslim woman tells me that I’ve made her actually really feel further comfortable and pleasant sporting her hijab. I imagine my confidence and one of the simplest ways I actually really feel about sporting my hijab reveals and it influences others that they’ll actually really feel that exact same method. Carrying the hijab won’t be one of the best journey attributable to how of us in society may view you. You is likely to be strolling exterior visibly displaying your faith which you understand some of us may hate you attributable to it. So if I may make anyone actually really feel comfortable sporting their hijab I’m happy.

PEOPLE: What’s a typical misunderstanding about modest pattern?

Ansari: A typical misunderstanding is that it’s boring. If you understand how to layer and put positive objects collectively you’ll be able to do no unsuitable.

PEOPLE: What’s in all probability essentially the most empowering issue about modest dressing?

Ansari: In all probability essentially the most empowering issue to me is why I do it. As a Muslim woman I robe modestly to please Allah and faith is important to me. So even on the most popular days when it’s most likely the hardest to stay cool and robe modest I nonetheless choose to cowl up and that’s extremely efficient to me.

PEOPLE: How has dressing modestly impacted your magnificence philosophy?

Ansari: I imagine when of us robe modestly it forces of us to see magnificence in a different way. Dressing modestly has really shifted my notion of magnificence to what’s on the inside. Like a person’s character and the best way they’re to totally different of us. Of us’s appears can fade and as you become older you do look fully totally different nevertheless I actually really feel like when someone is genuinely a terrific one that’s going to stay and I think about that’s beautiful.

PEOPLE: What’s in all probability essentially the most empowering issue about magnificence?

Ansari: In all probability essentially the most empowering issue is all people can define what magnificence is and what it appears choose to them.

PEOPLE: What’s your favorite issue to do when all the make-up is off and in addition you’re not in entrance of the digital digicam?

Ansari: My favorite issue to do is seize my favorite snacks because of I’m an unlimited snacker and watch a movie I’ve already watched 100 cases, ideally an animated film.

PEOPLE: What change do you hope you’re able to make using your platform?

Ansari: I’m merely hoping I can encourage all people to stay true to themselves. Current up as your real self always and under no circumstances compromise your morals for likes and fame.

This textual content was written independently by PEOPLE’s editorial workforce and meets our editorial necessities. Keys Soulcare is a paid selling affiliate with PEOPLE.