Alicia Keys, e.l.f. Beauty inject new life to soul care

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Alicia Keys, e.l.f. Beauty inject new life to soul care

By Gisselle Gaitan - 09/22/2020

Alicia Keys is bringing the world of soulful self care and skin care together.

Via a new collaboration with none other than e.l.f. Beauty, the 15-time Grammy Award-winning artist plans to do just that through content, conversation and community.

“We are so proud to partner with Alicia, as we share the same core values of inclusivity, empowerment, and a deeper view of beauty,” Tarang Amin, chairman and CEO of e.l.f. Beauty, said. “We look forward to leveraging our capabilities and track record of success as we take this next step in our transformation to a multi-brand portfolio.”

The Keys Soulcare experience is formally launching today with an editorial side and will roll out a collection of clean, cruelty-free and dermatologist-developed products for the skin, body and air beginning in early 2021.

“The first time we met Alicia, we knew that we were creating something that transcended skin care. Her powerful words and her passion for taking care of the whole self, inspired us to create a rich, soulful content experience, along with serious skin care,” Kory Marchisotto, chief marketing officer at e.l.f. Beauty and president of Keys Soulcare, said. “Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.”

Based on Keys own skin care experiences and desire for efficacious formulas, as well as soul-nourishing rituals, products launching from the joint venture include sage and oat milk candles, and two yet-to-be-revealed skin care products set to be previewed for the holiday season, the company said.

Products have been developed in partnership with Renée Snyder, co-founder of W3ll People, and a board-certified dermatologist specializing in medical dermatology and skin rejuvenation.

“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,” Keys said.

In addition, Keys Soulcare will donate a portion of its proceeds to various nonprofit organizations.