*Welcome to our first installment of Beauty & Bosses — a new series of articles that highlight celebrities and their emerging beauty brands. We hope you enjoy it! *
Sure she’s a girl. And, yes, she’s on fire. But R&B soulstress Alicia Keys is ready to carry that heat into a brand new industry. Alicia has expanded her empire to include a new skin and soul care line called Keys Soulcare.
In our inaugural post of Beauty & Bosses, we’ll be exploring Alicia’s journey into the lifestyle and beauty market in a way that is not only authentic to her brand, but it’s also aligned with her continued message of promoting self-love and self-care.
Here’s what we know about Keys Soulcare by Alicia Keys.
No makeup
Back in 2017, Alicia Keys made headlines when she decided to ditch her makeup. In an interview with Glamour UK, she said she had been wearing makeup since the age of 16 and had become addicted to it. She added, “I didn’t feel comfortable without it.” From there, she went on a journey to “unlearn” those messages that she needed makeup in order to look and feel beautiful.
During that time, she was a co-host on The Voice. At one point, her co-host Adam Levine saw her putting on makeup before they began filming, He told The Howard Stern Show that he teased her about her newfound “no makeup” proclamation, and that was when Alicia told him that she can and will do whatever she wants.
Her freedom of choice actually sparked her interest in creating her Keys Soulcare line. She told Ulta Beauty the brand came to life as she began to reflect and look inward. As she analyzed the foods she ate, the energy she maintained, and the people she allowed into her space, she had to take inventory of what mattered. Those things, though seemingly external, all played a part in her inner dialogue and perception of herself.
Keys Soulcare
Allure broke the news in September 2020 that Alicia Keys had partnered with E.L.F. Cosmetics to create her new Keys Soulcare line of cruelty-free products. Her first products included Sage and Oat Milk Candle, and a Skin Transformation Cream and facial roller. Alicia took to her Facebook and declared that this ritual was about nourishing the “mind, body, soul, and spirit.” From there, we began to learn more about the line and its mission.
“Soulcare is everything. It’s knowing that you are enough and embracing your inner light.” – Keys Soulcare Instagram
Additional products from Keys Soulcare by Alicia Keys
Keys Soulcare by Alicia Keys has an array of offerings inspired by the entertainer’s experiences. Products are bundled together with specific needs in mind. There’s The Soulmate Ritual, The Goddess Ritual, The Radiance Ritual, and a host of other rituals you can order, based on the type of experience you want to induce.
And like many other brands, that’s what Keys Soulcare is all about: immersing yourself in an experience that puts you first. It’s about letting your light shine by using products meant that will nourish you from the inside out.
Keys Soulcare by Alicia Keys is available at Ulta Beauty stores nationwide and on Amazon.
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