Alicia Keys Unveils New Lifestyle & Skincare Brand
On the heels of releasing her new album ‘ALICIA,’ 15-time Grammy-Award winning artist Alicia Keys unveiled today, Keys Soulcare: a new lifestyle brand with e.l.f. Beauty. The collection aims to share the soul of self-care and skincare through content, conversation and community.
The brand says there will be a holiday ritual preview in December, followed by a full collection launch in 2021 of 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,” Tarang Amin, chairman and CEO, e.l.f. Beauty said. “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.”
As with her recent book, More Myself: A Journey, and her new album, ALICIA, Keys Soulcare is part of Alicia’s own journey from self-censorship to full expression and brings forward many of the ways she has learned to nurture herself, live boldly and connect more deeply with others.
The artist shared: “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.”
The Keys Soulcare content site and weekly email newsletter will feature original and co-created content, including stories, tips, and inspiration across each of the four keys and highlight a range of diverse lightworkers.
Some of the initial topics will include: “Alicia on What Beauty Means to Me,” “Artist Ming Smith on Aligning Path & Passion,” and “Listening to Your Own Narrative.”
Through the combination of content and product offerings, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.
The first ritual — including a signature sage and oat milk candle and two yet-to-be-revealed skincare products — will preview for holiday 2020 on keyssoulcare.com and with select retailers.
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