Alicia Keys Has Finally Launched Her Lifestyle Beauty Brand ‘Keys Soulcare’

Alicia Keys looking at the camera: Alicia Keys is launching her own lifestyle beauty brand with e.l.f Beauty, 'Keys Soulcare'.

© Keys Soulcare
Alicia Keys is launching her own lifestyle beauty brand with e.l.f Beauty, ‘Keys Soulcare’.

Update 04/12/20:

After much mystery, Alicia Keys has finally given us a sneak peak of the products she’ll be launching with for Keys Soulcare’s debut drop.

The singer blessed us with an Instagram tutorial of sorts to take us through the first launches for her namesake beauty and wellness brand, and we weren’t disappointed.

First up, there’s the candle (yes, we do need another candle). Keys calls it ‘the signature scent’ featuring notes of sage and oat milk, which sounds good enough to eat. Burning sage is a well known ancient spiritual ritual so it seems fitting that the herb be a part of the brand’s signature scent. Keys advised her followers to light the candle whilst repeating the mantra: ‘I shine at full wattage’ for the full feel good experience.


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Next up is the brand’s first skincare product, the Skin Transformation Cream. Packed with hyaluronic acid, ceramides and bakuchiol (a plant-based alternative to retinol), it seems to have everything our skin needs to boost radiance and plumpness.

Last, but not least, is Alicia’s alternative to a jade roller: the Obsidian Facial Roller. Instead of green, Keys has opted to use jet black obsidian stone and for a good reason too. Obsidian is formed from quickly cooled lava and has been known to repel negativity and promote a sense of tranquility aka all the things our post-lockdown complexion could do with right now.

The initial offering of lifestyle products is on sale now from the brand’s website, and with the candle setting you back $38 (approx £28), the cream costing $30 (approx £22.30) and the roller being a steal at $25 (£18.90) it’s definitely a more affordable price point than some of the beauty icon’s celebrity peers’ brands.

Shop the Keys Soulcare range HERE and keep your eyes peeled for what comes next.

Update 22/09/20:

As if releasing an album this week isn’t enough, Alicia Keys has finally given us a name for her hotly anticipated lifestyle and beauty brand: Keys Soulcare.

The singer announced the details via Instagram, linking to the brand’s own page which will be sharing ‘the soul of self care and skincare through content, conversation and community’.

According to Keys, there are four elements to the brand: body, spirit, mind and connection, which will inspire the range.

‘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’, said the artist.

The line is expected to release a holiday preview around December this year, with the full collection of clean, cruelty-free, dermatologist-developed products set to launch early 2021. Whilst the brand hasn’t confirmed exactly what products the line will start with, we do know it will cover skincare, body care, hair care and more.

To keep up to date with the launch, you can subscribe to the brands newsletter, launching 29th September HERE

A positive message of self-care sounds like exactly what everyone needs right now. We’re adding it to the ever-growing list of reasons to be excited for the new year.

Update 06/08/20:

If there’s one thing Alicia Keys knows, it’s good skin. When the Grammy Award Winner announced she was going completely make-up free in 2016, she encouraged a wave of fans to embrace their natural beauty, ‘flaws’ and all.

When writing about her decision, Keys explained it was ‘the strongest, most empowered, most free, and most honestly beautiful that I have ever felt’. She’s also completely stuck to her decision, nailing a number of huge red carpet events with not a swipe of foundation.

So it comes as no surprise that the singer has announced she’s launching her own lifestyle beauty brand with e.l.f Beauty. Not to be confused with a collaboration, the brand will be a permanent staple, just under the e.l.f Beauty umbrella.

We don’t even have to wait that long, with the line expected to drop next year. Even more excitingly, the brand has confirmed that the line will be cruelty-free and dermatologist-developed – our skin is already thankful.

Tarang Amin, Chairman and Chief Executive Officer at e.l.f. Beauty announced: ‘We are beyond thrilled to leverage our strengths to help realise Alicia’s vision, as it not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension. Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty’.

Whilst we don’t know what the brand will be launching with or, in fact, the name, the line will be inspired by Keys’ own skincare journey, so we predict it will be filled with skincare products to enhance our natural glow, rather than following in the cake-y make-up trend.

e.l.f Beauty is famous for producing high quality make-up products at a seriously affordable price point, so here’s hoping that the brand stays in line with this message and doesn’t make too much of a dent in our bank accounts.

Here’s to a new beauty line bringing us a dose of positivity just as its founder has. Watch this space.

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