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 on the 29th of September, 2020. The brand’s ethos foreshadows what we can expect from the brand and their upcoming Holiday 2020 collection: “Becoming more ourselves — body, mind, and spirit. Connecting with others so we can shine even brighter.”
And while the brand’s website and Instagram are now live, there still haven’t been any clues as to what products we can expect– Miss Keys is keeping that very hush hush for now. However, the brand’s messaging seems to allude to a wellness-focused range of products that inform a holistic sense of self-care and nourishment through the experience of mind, body, spirit and connection.
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.”
There have been no clues yet as to what we can expect exactly from the exciting pending release but considering e.l.f just added natural, vegan brand W3LL People to its roster, we’re hoping inclusive shade ranges and consciously-minded formulations are on the list.
Alicia’s not the only musician with a beauty brand to their name. Rihanna just launched FentySkin.
Main image credit: @aliciakeys
Briar was a Beauty Crew intern before she joined the crew full time in 2019 as a Beauty Assistant, and as a Junior Beauty Writer as of 2020. She is a self-professed skin care obsessive, always on the hunt for the perfect mascara, and can't go past a Fenty lipgloss.