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Alicia Keys Launches Clean Skincare and Wellness Brand: Keys Soulcare

Alicia Keys looking off into the distance against a clear blue sky
Keys Soulcare via Businesswire

This girl is on fire! As if being a 15-time Grammy-Award winning artist, producer, actress, New York Times best-selling author weren’t enough, Alicia Keys can now add head of a lifestyle brand to her ever-growing list of accomplishments. In comes her latest pivot.

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The natural beauty recently launched Keys Soulcare, a clean, cruelty-free skincare, body care, hair care and wellness brand, in conjunction with e.l.f. Cosmetics. With the aim of “connecting with others so we can shine even brighter,” Keys Soulcare is about “embracing your inner light,” and allowing your natural beauty to radiate outward.

Keys caused a stir in 2016 when she announced that she would stop wearing makeup. At the time, she wrote in a personal essay, “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.” We are all for ditching those destructive habits.

The brand plans to launch three products just ahead of the December 2020 holiday season, including two skincare products and a candle, but also features wellness-focused articles, videos and audio from Alicia Keys (because, let’s face it, material things can only do so much to help us cope with deep-rooted life stressors). Rooted in the idea of unifying the body, spirit, mind and connection, Keys Soulcare also strives to be a community of support, and we know that’s one critical step to self-care. And if you’re not quite ready to hit pause on your makeup routine, here’s how to nail the no makeup makeup look.



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