Alicia Keys Unveils Keys Soulcare

On the heels of releasing her new album ‘ALICIA,’ 15-time Grammy-Award winning artist, producer, actress, and New York Times best-selling author, Alicia Keys, has unveiled Keys Soulcare—a new lifestyle brand with e.l.f. Beauty.
 
Through the combination of content and product offerings, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action. The first ritual — including a signature sage and oat milk candle and two yet-to-be-revealed skincare products — will preview for holiday 2020, with the full initial skincare collection planned for launch early 2021, on keyssoulcare.com and with select retailers. Additional collections and rituals are anticipated to follow later next year.
 
“We are so proud to partner with Alicia, as we share the same core values of inclusivity, empowerment, and a deeper view of beauty,” said Tarang Amin, chairman and chief executive officer, e.l.f. Beauty. “We look forward to leveraging our capabilities and track record of success as we take this next step in our transformation to a multi-brand portfolio.”
 
According to Alicia, there are four “Keys to Soulcare” — Body, Spirit, Mind and Connection — which represent our physical, spiritual, mental and social selves, and work together to unlock our inner light so that we can be more radiant. Based on Alicia’s belief in the power of our collective action, she is calling on a community of “lightworkers” — individuals who collectively use their voices and platforms to spread light and positivity, such as healer/creative Emilia Ortiz, Orenda Tribe founder Amy Yeung, and Mama Medicine founder Deborah Hanekamp.
 
“Keys open doors and this is another beautiful door that we get to walk through together,” shared Keys in a press statement.

“The first time we met Alicia, we knew that we were creating something that transcended skincare. Her powerful words and her passion for taking care of the whole self, inspired us to create a rich, soulful content experience along with serious skincare,” added Kory Marchisotto, chief marketing officer, e.l.f. Beauty and president, Keys Soulcare. “Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.”
 
The products were carefully developed in partnership with Dr. Renée Snyder, M.D., co-founder of clean beauty pioneer W3LL People, part of the e.l.f. Beauty family of brands. Based in Austin, TX, Dr. Snyder is a board-certified dermatologist specializing in medical dermatology as well as skin rejuvenation and care to help people achieving their best skin.
 
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.