Alicia Keys has announced her very own skincare and lifestyle brand, Keys Soulcare. Created in partnership with e.l.f. Beauty, the line focuses on cruelty-free, dermatologist-developed products for the face, body, home and more.
Keys, who often goes makeup-free, developed the line with her own skincare experiences in mind. “We’re so busy all the time that I don’t think we create these small rituals for ourselves,” the Grammy-winning artist said. “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.” Her upcoming products will revolve around the four “Keys to Soulcare,” the body, spirit, mind and connection. In addition to skincare and lifestyle goods, the brand will also launch an editorial website and weekly e-mail newsletter featuring original content exploring the four tenets.
Keys Soulcare launches on September 29. Head to the Keys Soulcare website to sign up for updates.