Alicia Keys has made a lasting impression on the public perception of beauty. The R&B star has been committed to embracing and uplifting the most natural and authentic version of herself, often choosing to rock a no-makeup makeup type beat or completely ditch the stuff altogether in favour of a fresh face.
And now, in recent news, the singer will be launching her own skin care brand called ‘Keys Soulcare’ with makeup giant e.l.f Beauty. The brand’s website and Instagram are now live and we’ve finally (after months of little to no information) been graced with the first offering from the holistically-minded company: Keys Soulcare First Ritual – a 3-piece self care kit where each item can be purchased on its own but is recommended as a routine.
The kit encourages the user to take a moment for themselves, practicing ritualistic self-care that extends past a traditional skin care routine. It includes the Skin Transformation Cream, which harnesses powerhouse ingredients bakuchiol, ceramide, hyaluronic acid, and transformative malachite crystal. The brand's Face Roller is made of Obsidian, a volcanic glass crystal which helps to repel negativity and ground your energy as you cool, depuff and sculpt skin. And lastly, the Sage + Oat Milk Candle included in the kit provides aromatherapeutic relief from life’s daily stresses.
The brand’s ethos foreshadowed the launch of the wellness-led focused, with the statement: “Becoming more ourselves — body, mind, and spirit. Connecting with others so we can shine even brighter.”
In a press statement, Chairman and Chief Executive Officer of e.l.f. Beauty Tarang Amin seemed to echo this sentiment, saying of the collaboration, "we are beyond thrilled to leverage our strengths to help realise Alicia's vision, as it not only aligns with our mission to make the best of beauty accessible but infuses it with an even deeper dimension.”
“A culmination of Keys' personal skin care journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection…. The brand aims to bring new meaning to beauty by honouring ritual in our daily life and practicing intention in every action.”
Alicia’s not the only musician with a beauty brand to their name. Rihanna just launched FentySkin.
Main image credit: @aliciakeys
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.