After Rihanna with Fenty Beauty, Lady Gaga with Haus Labs, Jennifer Loper with JLoBeauty, Selena Gomez with Rare and Gwyneth Paltrow with her candles, it’s the time for Alicia Keys to launch her own beauty brand Keys Soulcare. Her goal is to open a conversation around self-care and how skincare is the first step for being healthy both inside and out. The singer announced on her social media that the first Keys Soulcare collection will be launched in 2021, and will include skincare and haircare products, all cruelty-free. However, a special drop of candles will anticipate the official launch in December 2020.v
Keys Soulcare is produced by e.l.f Cosmetics and was presented by Alicia as a line that will involve body, soul and mind, “from celebrating our skin to amplifying our voices, this is a space to explore ourselves, fill our spirit and share our light”. Skincare is a key part of her life, that since 2016 decided to embrace her skin and natural hair and stopped using any makeup, abandoning any contouring, fake eyelashes and super defined eyebrows.
The announcement comes after a few days after the release of her seventh album, “Alicia”, presented with a special version of the single “Three Hours Ride” for Colorsxstudios, the global platform that showcases exclusive performances.