Alicia Keys Is Launching a Skin Brand with E.l.f. Called Soulcare

Jenna Rosenstein
·4 mins read
Photo credit: John Lamparski - Getty Images
Photo credit: John Lamparski - Getty Images

From Harper's BAZAAR

Alicia Keys is getting into the beauty business. Nine months in the making and launching for the holidays, Keys is partnering with drugstore beauty favorite E.l.f to create a lifestyle beauty brand called Soulcare focused on wellness and self-care. The collection of skincare and wellness products will be cruelty-free.

Soulcare will launch with a sage and oatmilk candle and two skincare products, according to WWD. The line was formulated by Dr. Renée Synder, M.D., cofounder of the clean beauty brand W3LL People. WWD notes that 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."

Last year, Keys showed off her nighttime skin care 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. She also gave tips and tricks for using rose water, massaging your face, and how to unwind at the end of a long day.

Back in 2016, the musician and best-selling author penned a letter explaining why she was embracing a makeup-free lifestyle. "Every time I left the house, I would be worried if I didn't put on makeup: What if someone wanted a picture?? What if they POSTED it??? These were the insecure, superficial, but honest thoughts I was thinking. And all of it, one way or another, was based too much on what other people thought of me," she wrote. Keys continued: "'Cause I don't want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing."

While many thought this meant she was giving up makeup for good, that wasn't the case. Instead, the 15-time Grammy winner aims to normalize the choice to wear (or not wear) makeup in public. "I’m not a slave to makeup. I’m not a slave to not wearing makeup either. I get to choose at [any] given moment. That’s my right," she told Allure back in February 2017. Keys is often photographed at events wearing light touches of makeup—brows, concealer, light lashes—with a focus on fresh skin.

All that's to say Keys knows her way around skincare products and how wellness and self-care can result in an insane glow. “Alicia gets regular facials, does acupuncture and she eats healthy and exercises,” Dotti, Keys's go-to makeup artist, told W in October 2016. “She knows you have to invest internally for your skin to look great externally. It’s also about how you process your energy. She comes from a very strong place and she comes from a very kind place. That in itself is super important. But it’s about the choices she’s making and the products she’s using. It’s the work of a good team.”

We look forward to seeing how Keys translates all she's learned about healthy skin into drugstore skincare products available to all. We'll update this story when we know more about the products, prices, and launch date for Soulcare.

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