Just last month, we shared the exciting news that multi-platinum singer and songwriter Alicia Keys had teamed up with e.l.f. Beauty to launch her own lifestyle brand. Now, the ‘Empire State of Mind’ singer has unveiled more information about what we can expect from her new project.
Named Keys Soulcare, this groundbreaking new lifestyle brand aims to “share the soul of self care and skin care through content, conversation and community”. An official website has just been unveiled as well as social media pages which can be found using the @keyssoulcare handle.
You are a masterpiece. A magnificent canvas in all your uniqueness, one of a kind-ness. Complex and divine. pic.twitter.com/zqeN9sdZ4h
— Keys Soulcare (@keyssoulcare) September 22, 2020
The website itself, a rich editorial site, will launch on September 29, with users also being able to sign up receive a weekly email newsletter. The content available will feature stories, tips and inspirational messages whilst also highlighting a range of diverse light workers. Initial topics will include “Alicia on What Beauty Means to Me,” “Artist Ming Smith on Aligning Path & Passion,” and “Listening to Your Own Narrative.”
A holiday product ritual preview, including a signature sage and oat milk candle and two yet-to-be-revealed skincare products, will arrive in December, before a full collection launch is unveiled in early 2021. The collection is set to feature a line of clean, cruelty-free, dermatologist-developed products across skincare, bodycare, aircare and more.
“What makes us different is also what makes us wildly, boldly, and marvelously who we were born to be.” – Alicia pic.twitter.com/nhcJil4ld9
— Keys Soulcare (@keyssoulcare) September 25, 2020
Keys Soulcare follows on from the release of Alicia’s book More Myself: A Journey and her new album ALICIA. It continues her own journey from self-censorship to full expression, with the aim of sharing how she learned to nurture herself, live boldly and connect more deeply with others.
The artist shared: “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.”
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty and President, Keys Soulcare, added, “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. Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.”
When we give ourselves space to slow down and breathe, that’s soulcare. When we light a favorite candle, connect to the moment and just be, that’s soulcare, too.
Reply with some soulcare moments you're cherishing these days 👇🏽 pic.twitter.com/exLDQqPrCh
— Keys Soulcare (@keyssoulcare) September 26, 2020
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. Strengthening Alicia’s belief in the power of collective action, she has called upon a community of ‘lightworkers”, made up of individuals who use their platforms in a positive manner. These include healer/creative Emilia Ortiz, Orenda Tribe founder Amy Yeung and Mama Medicine founder Deborah Hanekamp.
In line with Alicia’s passion for lifting up others and e.l.f. Beauty’s purpose, Keys Soulcare will also be donating a portion of profits to non-profit organisations, to be announced soon. For more information, and to be the first to receive fresh soulcare every week in your inbox, visit the Keys Soulcare website.