Alicia Keys And E.l.f. Are Launching a Lifestyle Beauty Brand


Update, 12/3: After weeks of previews, Keys Soulcare’s first launch is finally here in time for the holidays. Dubbed The First Ritual, these products were designed for self-care and healthy practices. The line is clean, cruelty-free, and dermatologist-developed, and each product comes with an affirmation to recite before use.

The calming Sage and Oat Milk Candle ($38) will set the atmosphere for self-love rituals like applying the Skin Transformation Cream ($30). Rich in ceramides, this moisturizer uses a plant-based alternative to retinol called backuchiol to improve tone and texture, while malachite purifies and cleanses. It also enlists hyaluronic acid to penetrate skin for deep hydration. Rounding out the routine is the Obsidian Facial Roller ($25), designed for massaging and circulation. Made from obsidian stone, a type of volcanic glass, this roller is cool to the touch and will refresh dull skin.

The first drop is now available on keyssoulcare.com and ulta.com. Look out for the full collection launch in early 2021.

Update, 9/22: Drumroll, please! Following the announcement of her new beauty team-up with E.l.f Cosmetics, Alicia Keys finally revealed its name: Keys Soulcare. The beauty brand is comprised of products that run the gamut from body care to skincare to makeup. According to WWD, the Keys Soulcare will debut around the holiday season with three products—a sage and oatmilk candle, as well as two other skincare products with plans to expand the product categories in 2021. Keys Soulcare is a vegan, cruelty-free brand that is dermatologist-developed with help from Dr. Renée Synder, M.D., cofounder of W3LL People. E.l.f did not disclose any prices for the upcoming brand but Tarang Amin, chief executive officer of E.l.f, described the brand as “entry-level prestige.” Below, watch the new trailer for the upcoming beauty brand.

Original article, 8/6: If you’ve ever dreamed about having Alicia Keys’s perfect skin, you’re officially in luck! The singer has teamed up with drugstore favorite E.l.f for a lifestyle beauty brand, launching next year. The company hasn’t released the brand’s name or specifics just yet, but describes the line as a “a culmination of Keys’ personal skin-care journey.” All products are dermatologist developed and cruelty free.

“This new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” E.l.f said in a release. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”

In 2016, Keys famously quit heavy makeup. In an open letter, the singer explained the pressure she felt to go bare. “Every time I left the house, I would be worried if I didn’t put on makeup: What if someone wanted a picture?? What if they POSTED it??? These were the insecure, superficial, but honest thoughts I was thinking. And all of it, one way or another, was based too much on what other people thought of me,” she wrote. “I don’t want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.”

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We will update this post with the latest news around the Keys and E.l.f. collaboration.

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