After almost a year in the making, Alicia Keys has launched her own beauty brand, named Keys Soulcare. Keys partnered with drugstore favourite E.L.F Cosmetics to create a lifestyle beauty brand that sits across multiple categories in the beauty and wellness space.
The first launch for the collection includes a face cream, face roller, and candle that are all “skin-loving, dermatologist-developed, cruelty-free products.” The Skin Transformation Cream was developed in partnership with Dr. Renée Snyder, a board-certified dermatologist and the co-founder of clean beauty brand W3LL PEOPLE.
Image: Keys Soulcare
The rich formula containing bakuchiol, malachite, ceramides, and hyaluronic acid hydrates, plumps and nourishes the skin – all while purifying and centring the spirit. The chic black face roller in Alicia Key's collection is of course, like no other. Made from Obsidian stone, the stone is known to revitalise the look of skin tone, texture and suppleness, while its cooling properties promote a sense of tranquillity while de-puffing the skin.
Image: Keys Soulcare
Starting a beauty brand when you're makeup free:
Back in 2016 the singer made headlines by penning an open letter titled Time to Uncover in Lenny Letter when she announced she will be going makeup free. Alicia Keys discussed how through meditation she came to have a “deeper knowing of myself”. And after being on a photoshoot where the photographer shot her makeup free the signer spoke about how she had never felt more empowered.
“Cause I don't want to cover up anymore. Not my face, not my mind, not my soul… nothing.” With this in mind it will be interesting to see how this translates into a beauty brand. The signer may have vowed to wear less makeup but this didn't mean she also decided to use less skincare.
Where can you purchase Key Soulcare in Australia?
In addition to the major US beauty store, Ulta, Key Soulcare is available to shop online directly on the brand's website. While international shipping isn't being offered just yet, the brand has confirmed that it will be in place by the end of January 2021. Until then, we'll be keeping our eye out for any further updates and watching any – and every –review we can on the new collection.
Image credit: @aliciakeys