Alicia Keys has finally stepped into the beauty world by partnering with e.l.f. cosmetics for her newest groundbreaking and cruelty-free lifestyle beauty brand called ‘Keys Soulcare’ and she wants you to discover the keys to your inner beauty, wellness and connection to soul care.
‘Keys Soulcare’ is a place where people can have real conversations about who we are and we want to be. In a 19-seconds long clip shared on her social media where Alicia is glowing against a bright blue clear sky and describes what her new line is about, she described, “SoulCare is paying attention to that part inside of you that you can’t see, that you can feel, and nourishing it, fulfilling it, spoiling it and loving it.”
There are four elements that sums up “Keys Soulcare” — Body, Spirit, Mind and Connection — which represent our physical, spiritual, mental and social selves. These elements work together to unlock our inner light so that we can be more radiant. According to Alicia,
“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 soul care.”
Alicia Keys via Press Release
The collection aims to share the soul of self-care and skincare through content, conversation and community. The ‘Keys Soulcare’ official editorial website keyssoulcare.com, was launched on September 29. You can subscribe for free and receive a fresh weekly email newsletter featuring 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 included: “Alicia on What Beauty Means to Me,” “Artist Ming Smith on Aligning Path & Passion,” and “Listening to Your Own Narrative.”
‘Keys Soulcare’ will put out its first preview collection during holiday season in December 2020 and will be offering a signature sage-and-oat milk candle and two skin-care products that are yet to be announced. This release will be followed by a full initial skincare collection which is set to launch in early next year i.e. 2021. This wholesome collection will feature clean, cruelty-free, dermatologist-developed and tested products, slated to include skincare, body care, air care and much more, and will be made available to purchase online via the official website and selected retailers.
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., co-founder of clean beauty pioneer W3LL People, part of the e.l.f. Beauty family of brands.
The Chairman and Chief Executive Officer of e.l.f. Beauty, Mr. Tarang Amin is delighted to partner with Alicia. He says,
“We are so proud to partner with Alicia, as we share the same core values of inclusivity, empowerment, and a deeper view of 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.”
And that’s not all. In line with Alicia’s passion for giving and lifting other’s spirits and e.l.f Beauty’s purpose, the brand will also be donating a portion of sales to non-profit organizations, which will be announced soon. This reflects Alicia’s powerful approach and her long term ‘soul-focused’ goals and we can’t wait to see what other surprises are in-store for us!
Featured Image Source: Keys Soulcare via Instagram
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Khushboo Malhotra works as a freelance journalist, digital marketing & media strategist, and content marketer featured in various global and national media publications and works alongside B2B, B2C, and eCommerce brands. A wide range of her work spans music and entertainment culture, sustainable lifestyle (including sub-niches), and SaaS. She enjoys writing novels and designing screenplays, grooving at concerts, or exploring new fashion and cuisines that tickle her taste buds when she is not working. Have a story? Get in touch: firstname.lastname@example.org