15-time-Grammy winner, singer and songwriter Alicia Keys has just announced that she'll be partnering with affordable beauty brand e.l.f. Cosmetics, to launch a new beauty and lifestyle brand called Keys Soulcare.
“I’ve always had difficult skin; it’s always been tricky for me. I wanted to create a skin-care line because I know what I needed. And it’s more than that—it’s about creating rituals for yourself as a woman and time for yourself,” says Alicia, who is famous for appearing on Red Carpets with no make-up. A natural beauty enthusiast, she shares her beauty secrets and skin-care rituals on YouTube, and they have no fewer views than her music videos. Unsurprisingly, really.
“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,” says Keys, who plans to bring a new meaning to beauty, by honoring rituals, and building a community around her strong beliefs.
Keys wants her products to be inclusive, authentic and accessible. As she herself has delicate skin, she decided to work with Dr. Renée Snyder, M.D, an industry-leading dermatologist who specialises in medical dermatology as well as skin rejuvenation. And there are ethical credentials too, because not only are products vegan and cruelty free, but part of the profits for their sales will be donated to charity (which ones, is yet to be announced).
Each of the four pillars - Body, Spirit, Mind and Connection - will feature skincare and body care, and joined by lifestyle offerings such as candles and home fragrance.
Although the products aren't launching until early 2021, the site goes live on September 29, with lots of fun and informative beauty cotnent.