Alicia Keys Partners With e.l.f. Beauty to Launch Keys Soulcare

Alicia Keys is on fire!

Less than two weeks ago, the R&B artist performed at the NFL Kickoff event to help start the 2020 football season. She also launched a $1 billion endowment fund, which the NFL has contributed to, aimed at supporting Black businesses and communities. Now, after releasing her new self-titled album last week, she is unveiling a new lifestyle brand, Keys Soulcare.

Keys Soulcare is a collaboration with e.l.f. Beauty. The collection aims to share the soul of self-care and skincare through content, conversation, and community. The Keys Soulcare website is set to launch Tuesday, Sept. 29, which will entail a rich editorial site and a fresh weekly email newsletter.

With her recent book, More Myself: A Journey, and her new album, ALICIA, Keys Soulcare is just a part of Keys’ journey from self-censorship to full expression. The line brings forward many of the ways she has learned to nurture herself, live boldly, and connect more deeply with others.

“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,” says Keys.

“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 CEO, 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.”

“The first time we met Alicia, we knew that we were creating something that transcended skincare. Her powerful words and her passion for taking care of the whole self, inspired us to create a rich, soulful content experience along with serious skincare,” adds Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty and President, Keys Soulcare. “Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.”

According to Keys, there are four “Keys to Soulcare” — Body, Spirit, Mind, and Connection — which represent our physical, spiritual, mental, and social selves, and work together to unlock our inner light so that we can be more radiant.

“Keys open doors and this is another beautiful door that we get to walk through together,” says the 15-time Grammy Award-winning artist.