alicia keys beauty brand
Photograph by Keys Soulcare via Business Wire

Alicia Keys and E.l.f. Announce Launch of Keys Soulcare

Here's what we know so far.

Update: Six weeks after teasing the launch of her own beauty brand, Alicia Keys has revealed several key details about the forthcoming line, in partnership with E.l.f. – including its name.

Called Keys Soulcare, the brand will include clean, cruelty-free, dermatologist-tested products in skincare, body care and hair care, and will launch ahead of the holidays with three products: a sage and oatmilk candle and two skincare products which are yet to be revealed. According to a press release, a larger assortment of products – which will span seven categories in total – will follow in the first three months of 2021.

The line aims to unify body, spirit, mind and connection – what Keys refers to as the “keys to soulcare” – in order to help unlock radiance from within. “We’re so busy all the time that I don’t think we create these small rituals for ourselves,” the Grammy Award-winner (who is sporting a pair of Jenny Bird earrings in the campaign shots) said in a statement. “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.”

Speaking with WWD, Tarang Amin, the CEO of E.l.f. Beauty, said, “Our journey with Alicia Keys started a year ago, and it started with our shared values, like inclusivity and empowerment and a much deeper meaning of beauty. [Beauty is] often geared against other categories, no one had actually gone after ‘soulcare’, and this line that we’re launching does exactly that.”

The brand’s Instagram account launched today and its website will follow next week on September 29.

Original (05/08/20): Multi-Grammy Award winning artist Alicia Keys will launch her own beauty brand in 2021, according to a new report.

Per WWD, the artist has partnered with E.l.f. Beauty to launch the brand which is described as “a culmination of Keys’ personal skincare journey.” Speaking with the site, CEO Tarang Amin said, “[Alicia’s] been wanting to do something in beauty and wellness for quite some time.” Amin also praised Keys’ multi-faceted accomplishments saying, “What really appealed to us is she’s much more than a celebrity, she’s someone of real substance who goes between being a 15-time Grammy Award winner and artist [and] she’s got a New York Times bestseller. This was really a great marriage between what she stands for and wants to accomplish in beauty and wellness, and what we stand for.”

There were no details shared regarding the name of brand, nor what products we might expect once it’s live, however a statement said it will include “skin-loving, dermatologist-developed, cruelty-free products.” Amin also hinted at the line going beyond just a product offering saying “it’s so much more” than simply that. “She has such important messaging on inclusivity, empowerment, wellness, self care, rituals – so really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about.”

In 2016, Keys penned an empowering essay revealing that she was going on a #nomakeup journey, and has worn very little on her face in the years’ since, which we’ve loved to see. While we don’t know much about what to expect from the brand, what we do know is that we’ll take any skincare tips the woman has because her skin is glowing.

In the meantime, here are nine of the best new August beauty launches to check out.