Alicia Keys And E.l.f. Are Launching a Lifestyle Beauty Brand


Update, 12/3: Right after months of previews, Keys Soulcare’s initial launch is ultimately in this article in time for the vacations. Dubbed The Very first Ritual, these products ended up built for self-care and healthful procedures. The line is thoroughly clean, cruelty-free, and skin doctor-produced, and every single solution arrives with an affirmation to recite prior to use.

The calming Sage and Oat Milk Candle ($38) will set the atmosphere for self-appreciate rituals like making use of the Pores and skin Transformation Product ($30). Wealthy in ceramides, this moisturizer works by using a plant-dependent choice to retinol known as backuchiol to boost tone and texture, whilst malachite purifies and cleanses. It also enlists hyaluronic acid to penetrate skin for deep hydration. Rounding out the regime is the Obsidian Facial Roller ($25), developed for massaging and circulation. Made from obsidian stone, a variety of volcanic glass, this roller is neat to the contact and will refresh dull skin.

The initially drop is now available on keyssoulcare.com and ulta.com. Glimpse out for the complete selection start in early 2021.

Update, 9/22: Drumroll, be sure to! Following the announcement of her new splendor staff-up with E.l.f Cosmetics, Alicia Keys at last disclosed its name: Keys Soulcare. The magnificence model is comprised of solutions that operate the gamut from physique treatment to skincare to make-up. According to WWD, the Keys Soulcare will debut all over the holiday break season with a few products—a sage and oatmilk candle, as properly as two other skincare goods with designs to extend the products types in 2021. Keys Soulcare is a vegan, cruelty-no cost manufacturer that is dermatologist-made with aid from Dr. Renée Synder, M.D., cofounder of W3LL Men and women. E.l.f did not disclose any prices for the upcoming brand but Tarang Amin, main executive officer of E.l.f, explained the brand name as “entry-stage status.” Beneath, view the new trailer for the approaching attractiveness model.

Initial article, 8/6: If you have at any time dreamed about getting Alicia Keys’s great pores and skin, you’re officially in luck! The singer has teamed up with drugstore favourite E.l.f for a way of life elegance manufacturer, launching future calendar year. The company has not produced the brand’s identify or particulars just still, but describes the line as a “a culmination of Keys’ own pores and skin-treatment journey.” All items are skin doctor designed and cruelty free.

“This new way of life natural beauty brand will help Alicia to further more explore discussions about interior beauty, wellness and link,” E.l.f reported in a release. “With an inclusive position of watch, an authentic voice, and a line of skin-loving, dermatologist-designed, cruelty-free products, the brand aims to convey new this means to splendor by honoring ritual in our day by day everyday living and working towards intention in each individual action.”

In 2016, Keys famously quit large makeup. In an open up letter, the singer spelled out the strain she felt to go bare. “Every time I remaining the residence, I would be fearful if I failed to set on make-up: What if a person preferred a image?? What if they POSTED it??? These were the insecure, superficial, but honest ideas I was imagining. And all of it, just one way or a different, was based mostly too substantially on what other people today imagined of me,” she wrote. “I do not want to protect up any more. Not my face, not my head, not my soul, not my thoughts, not my goals, not my struggles, not my psychological progress. Practically nothing.”

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We will update this article with the most recent information about the Keys and E.l.f. collaboration.

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