Alicia Keys Unveils Keys Soulcare

Sep 25, 2020

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.


To find out more you can follow Keys Soulcare here, and visit their website here.

Latest posts:

COVID-19 England: PM Announces National Lockdown 31.10.20

COVID-19 England: PM Announces National Lockdown 31.10.20

Prime Minister Boris Johnson held a press conference on October 31st. The conference was to announce that England will be entering a national lockdown on Thursday 5th November. Boris Johnson has announced today that England will be entering a national lockdown...

COVID-19 Lockdown: Template Letter for MPs and Councillors

COVID-19 Lockdown: Template Letter for MPs and Councillors

Following the Prime Minister’s recent announcement regarding the revised Tiered system in England, we have put together a template for you to send to your local MP or councillor to ask for their support, and to implore them to allow businesses across the hair, beauty...

L’Oréal Professional Salon Support Guide

L’Oréal Professional Salon Support Guide

L'Oréal Professional have published an updated salon support guide, which covers England, Wales, Scotland and Northern Ireland. L'Oréal Professional Products Division have put together a useful Salon Support Guide which spans social media, communications advice,...

Pin It on Pinterest

Share this on social: