Alicia Keys has been keeping busy as of late. Along with the recent release of her album, ALICIA, the 15-time Grammy Award– winning artist has officially unveiled her anticipated lifestyle and beauty brand, Keys Soulcare. In collaboration with e.l.f. Beauty, the brand aims to “share the soul of self care and skin care through content, conversation and community,” reads an official press release.
“Keys Soulcare is a part of Alicia’s own journey from self-censorship to full expression and brings forward many of the ways she has learned to nurture herself, live boldly and connect more deeply with others,” the release adds.
The artist shared: “We’re so busy all the time that I don’t think we create these small rituals for ourselves. Even the five minutes it takes to wash my face—when I’m able to create that space for myself I feel more beautiful, more powerful, more possible. That’s soulcare.”
The “Keys Soulcare experience” begins today across social media at @keyssoulcare, and will expand next week with the launch of keyssoulcare.com, a destination the brand describes will be a “rich editorial site” complete with a weekly email newsletter. Subscribers can expect original and co-created content, including stories, tips and inspiration across each of the brand’s four keys: Body, Spirit, Mind and Connection.
The brand will also soon reveal a product range focused on rituals and intention. The first ritual to launch will be a sage and oat milk candle and two skin-care products (details are still under wraps.) The full skin-care brand, developed in partnership with Dr. Renée Snyder, cofounder of W3LL People, promises to be equal parts efficacious and soul-nourishing and will roll out in early 2021.
“In line with Alicia’s passion for lifting up others and e.l.f. Beauty’s purpose, Keys Soulcare will donate a portion of profits to non-profit organizations, to be announced soon,” according to the release.
Originally published on August 5, 2020:
Alicia Keys is a Girl on Fire.
Officially adding “beauty brand founder” to her long list of accolades, the 15-time Grammy Award–winning artist, producer, actress and author announced the creation of a “groundbreaking new lifestyle beauty brand” with none other than e.l.f. Beauty on Wednesday.
According to the brand, Keys’ personal skin-care journey “and her passion for bringing light into the world” is currently fueling the organic collaboration. “She’s been wanting to do something in beauty and wellness for quite some time,” said e.l.f. chief executive officer Tarang Amin in an interview with WWD.
“This new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” a press release reads.
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The brand is expected to launch in 2021, and while much is still top-secret, we’re loving the little we do know.
“With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action,” the release adds.
Best known for pairing high-quality products with surprisingly affordable price points, we’re crossing our fingers that e.l.f. Beauty’s latest line also follows suit.
“We are beyond thrilled to leverage our strengths to help realize Alicia’s vision, as it not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension,” said Amin. “As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”
Stay tuned to NewBeauty.com for updates.