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
24 September 2020
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”:
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.”