Grammy Award–winning singer, producer, actress and New York Times best-selling author Alicia Keys is pioneering a new beauty category with Keys Soulcare—the e.l.f. Beauty brand that was unveiled today—and bringing new meaning to beauty by honoring the rituals in our daily lives.
That includes everything from washing our faces to unlocking our inner light, which will help you become more radiant, according to Keys.
Keys Soulcare will officially launch on September 29 with an editorial site, keysoulcare.com, and a weekly newsletter featuring original and cocreated content, including stories, tips and inspiration across the four “Keys To Soulcare”—body, spirit, mind and connection.
“We’re so busy all the time that I don’t think we create these small rituals for ourselves,” said Keys.
And Kory Marchisotto, chief marketing officer at e.l.f. Beauty and president of Keys Soulcare, says now more than ever, it’s important to connect with consumers in deeper, more meaningful ways.
The brand will launch its first offerings, a signature sage and oat milk candle, and two yet-to-be-revealed skin care products in December, just in time for the holidays. A full skin care collection developed in partnership with Renée Snyder, M.D., cofounder of clean beauty pioneer W3LL People, will debut early next year.