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.

As we inch towards the end of 2019, it’s fascinating to look back and see how the beauty industry’s biggest names have fared this year.

Who has maintained their market share? Who has fallen out of favour? Who has come in and shaken up the scene?

To that end, the Cosmetify Index reveals the 10 brands of the year, and you may be surprised by some of the results.