In August, Grammy-Award winning artist Alicia Keys revealed she was launching a new Brand with e.l.f. Beauty — and now we know the name is Keys Soulcare.

The line will debut on September 29th. 

About using her name for the brand, Keys shared, “Keys open doors and this is another beautiful door that we get to walk through together.”
 
The products were developed in partnership with Dr. Renée Snyder, M.D., co-founder of clean beauty pioneer W3LL People, part of the e.l.f. Beauty family of brands. 
 
Kory Marchisotto, chief marketing officer, e.l.f. Beauty (which just launched a Tik Tok show) and president of Keys Soulcare, said that the brand will aim to connect with consumers on a deeper level, which is more important now than ever. She explains, “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.” 

A Deeper Message

According to Alicia, 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 Soulcare is based on Alicia’s belief in the power of collective action — and she is calling on a community of “lightworkers,” individuals who collectively use their voices and platforms to spread light and positivity. They include healer/creative Emilia Ortiz; Orenda Tribe founder Amy Yeung; and Mama Medicine founder Deborah Hanekamp.

Keys Soulcare will donate a portion of profits to non-profit organizations, to be announced soon.

Stay tuned for a first look at the products. 

 

 

 

 

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My Fam!! I’ve been dying to share something really special with you. Something that will bring us closer to ourselves, our radiance, our confidence, and each other. A place where we can have real conversations about who we are and who we want to be. It’s called @KeysSoulcare.⁣ ⁣ Keys open doors. Let’s open this beautiful door and walk through together. I invite you to join me at @KeysSoulcare and http://keyssoulcare.com

A post shared by Alicia Keys (@aliciakeys) on Sep 22, 2020 at 5:48am PDT