The Keys To A Better You! Alicia Keys launching a conscious skincare brand with E.l.f called Soulcare
Soulcare, a cruelty-free skincare brand with a focus on nurturing our mind and spirit by Alicia Keys, is coming soon.
Alicia Keys is bringing new energy and meaning of self-care to the beauty industry. Nine months in the making and launching for the holidays, Keys is partnering with beauty drugstore fav E.l.f to create a lifestyle beauty brand called Keys Soulcare. The collection of skincare and wellness products will be cruelty-free, with a focus on wellness for your mind body and spirit.
According to WWD, Soulcare will launch with a sage and oatmilk candle and two skincare products. The line was formulated by Dr. Renée Synder, M.D., co-founder of the clean beauty brand W3LL People. E.l.f. acquired W3LL People earlier this year for $27 million. The brand will launch even more products in 2021 across seven different categories.
“A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” notes the press release.
“With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
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Never to shy away from her skincare journey, Keys showed off her nighttime skincare routine on her Youtube page, including her favorite face wash, toner, and blemish serum. “My face is very prone to breakouts, so I am a fanatic about my face wash. I can’t just use everything I can’t just use anything,” she says.
It’s that openness that is refreshing to see and know that she, like all of us, have issues with our skin. To see Alicia show how she commits to taking care of her skin is reassuring. Also, the wellness aspect of Keys Soulcare is what stands out to me, it’s forward-thinking to connect the mind, body, and spirit to makeup and skincare. How certain products can benefit us and improve our lives, and those innovators who, like Alicia, are creating change to help women bring their inner beauty out. And helping to make our outer beauty glow even more.
