This week, Alicia Keys unveiled Keys Soulcare: a groundbreaking new lifestyle brand with e.l.f. Beauty.
The collection aims to share the soul of self care and skin care through content, conversation and community.
“We’re so busy all the time that I don’t think we create these small rituals for ourselves. 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” – Alicia Keyes
Following the unveiling of the brand, earlier this week, the brand is set to launch with its website on the 29th September. In December 2020, there will be a holiday product ritual preview. This will then be followed by a full collection launch planned for early 2021; the collection will feature clean, cruelty-free, dermatologist-developed products, slated to include skincare, bodycare, aircare and more.
“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.”
Based on Alicia’s own skincare experiences and desire for truly efficacious formulas and soul-nourishing rituals, the products have been carefully developed in partnership with Dr. Renée Snyder, M.D. Based in Austin, TX, Dr. Snyder is a board-certified dermatologist specialising in medical dermatology as well as skin rejuvenation.
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 organisations, which will be announced soon.