Alicia Keys Takes Her Upcoming e.l.f. Collab One Step Further with a Lifestyle Beauty Website Launch

Introducing Keys Soulcare.

Alicia Keys

Alicia Keys is full of surprises—and self-care secrets! After months of anticipation, the award-winning artist and wellness influencer announced the pre-launch of her exciting new lifestyle brand, Keys Soulcare. 

“We're so busy all the time that I don't think we create these small rituals for ourselves,” Keys expressed via press release. “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.” 

Set to launch in early 2021, Alicia’s newest project with e.l.f. Beauty promises to be more than a line of clean, cruelty-free, dermatologist-developed products on your vanity. It’s a self-care movement! 

[...] when I’m able to create that space for myself I feel more beautiful, more powerful, more possible. That’s soulcare.

“Keys open doors and this is another beautiful door that we get to walk through together,” the singer shared.

Unlike most lifestyle brands, not only will customers have the ability to shop for skincare, bodycare, and aircare products, but they will also have the opportunity to dive into the soul of self-care and skincare via content, conversation, and community.

“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,” e.l.f. Beauty’s Chief Marketing Officer, Kory Marchisotto shares. “Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.” 

By launching the Keys Soulcare editorial site and weekly email newsletter on Tuesday (Sept. 29), Alicia hopes that those who vibe with her wellness journey will enjoy original and co-created content—including stories, tips, and inspiration—that allows for them to obtain the four “Keys to Soulcare.”

According to Alicia, these are Body, Spirit, Mind, and Connection. They represent how our physical, spiritual, mental, and social selves work together to unlock our inner light. The results? You become more radiant.

Four years ago, the 39-year-old star ditched a full-face of makeup in favor of no-makeup makeup looks or going completely bare-faced, and still looks amazing on every red carpet. We believe she’s onto something.

The editorial platform will also highlight a range of diverse “lightworkers”—individuals who collectively use their voices and platforms to spread light and positivity. 

“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, e.l.f. Beauty’s Chairman and Chief Executive Officer. “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.” 

Excited about shopping the soul-nourishing products that Alicia created with the help of Dr. Renée Snyder, M.D.? Not to worry! The first collection—including a signature sage and oat milk candle and two yet-to-be-revealed skincare products—will preview for holiday 2020, with the full skincare collection planned to launch early 2021.

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