Alicia Keys Revealed Her Brand New Beauty Line Soulcare

We've got all the deets on singer Alicia Keys' new holistic beauty brand that will take selfcare to a whole new level

Posted on

24 September 2020

Contributed by

Clarice Awa

Photo: @aliciakeys | Instagram

Keys Soulcare will officially launch on September 29th, 2020

Grammy Award–winning singer, producer and New York Times best-selling author Alicia Keys is adding another title to her belt: beauty brand owner.

The "Girl on Fire" singer is releasing the new endeavor under beauty brand e.l.f to pioneer an all new category that follows a holistic, meaningful and positive approach.

Keys Soulcare will officially be available from September 29 online, just in time for the holiday season. The aim of the beauty line is to provide the four “Keys to Soulcare”:

Body
Spirit
Mind
Connection

The four points will act as the brand's pillars that will kickstart conversations on exterior and interior wellbeing.

“We’re so busy all the time that I don’t think we create these small rituals for ourselves,” said Keys.

"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.”

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A post shared by Alicia Keys (@aliciakeys) on Jul 20, 2020 at 11:17am PDT

While the whole selection of products haven't been announced yet, what we know according to the singer is that Keys Soulcare will include everything from washing our faces to unlocking our inner light, which will help you achieve that Alicia glow.

The first launch will feature a signature sage and oat milk candle, and two yet-to-be-revealed skin care products that are yet to be revealed.

Keys Soulcare plans to connect with consumers in deeper, more meaningful ways. You can expect advice and inspiration from the brand's social media pages, official website and weekly newsletters, covering a variety of topics.

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A post shared by Keys Soulcare (@keyssoulcare) on Sep 22, 2020 at 4:58am PDT

The new beauty brand is not a collaboration with e.l.f, but a partnership with US board-certified dermatologist and co-founder of W3LL People, Renée Snyder, M.D.

And it gets better! The physical and mental wellbeing-focused brand will also be donating a portion of its product sales to non-profit organizations, of which will be announced soon.

With a wholesome approach that includes giving back to the community, the "Empire State of Mind" singer is undoubtedly making her first mark on the beauty industry on a strong note.