When you hear the name Alicia Keys, two things probably spring to mind: her insane musical talent and her gorgeous, glowing skin.
For years the singer has opted not to wear makeup and instead chosen to go bare-faced on the red carpet, at concerts, even while hosting the Grammys—and that has not only given the world a chance to see how radiant her complexion is, it’s also left everyone hanging on her every word for her beauty secrets.
In August, Keys announced she was launching a skin-care line, among other gifts, of her very own with E.L.F. Beauty. According to a press release, the new lifestyle beauty brand is “a culmination of Keys’s personal skin-care journey and her passion for bringing light into the world,” and it will let her “further explore conversations about inner beauty, wellness, and connection.”
Details are still limited, but here’s everything we know so far.
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What is the name of Alicia Keys’s beauty brand?
On September 22, Keys announced her brand will be called Keys Soulcare. It’s clear the brand is going to emphasize inner beauty just as much as outer beauty (a growing trend we’ve been seeing among celebrity beauty lines lately).
“Keys Soulcare is part of Alicia’s own journey from self-censorship to full expression and brings forward many of the ways she has learned to nurture herself, live boldly, and connect more deeply with others,” reads a release from the brand. “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 also shared a statement to go along with the big announcement. “For me, beauty is about the soul and the heart and the spirit, and what comes through you and comes out of you,” she said. “It’s more than just the surface. It’s a deep conversation about who we are and who we want to be and where we’re going. It’s a deep passion of mine that’s been years in the making…. It’s about lifting the frequency and the vibration and how can we create rituals for ourselves that really fulfill us.”
Where can you buy Keys Soulcare?
In addition to the skin-care products, Keys Soulcare will create an editorial site as well as a weekly newsletter. “The Keys Soulcare content site and weekly email newsletter will feature original and co-created content, including stories, tips, and inspiration.” The site, keyssoulcare.com, is now live, and you can browse content such as Keys's nighttime ritual, how to stay connected in isolation, and a love letter to Toni Morrison while you wait for the products drop.
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What products will Keys Soulcare launch with?
The brand is still keeping most of its products under wraps, but we do know that the first launch, which is called a “ritual,” will include a sage and oat milk candle, as well as two yet-to-be-revealed skin-care products. The first ritual will be available around the 2020 holidays, while the full collection—clean, cruelty-free, dermatologist-developed products including skin care, body care, and hair care—will launch in early 2021.
It was also announced that Keys Soulcare will be donating a portion of profits to nonprofit organizations, and that more details should be coming soon.
We will update this post as more details emerge about Alicia Keys’s beauty brand, Keys Soulcare.
