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Alicia Keys' Keys Soulcare lifestyle brand aims to share the soul of self care and skin care through content, conversation and community

Shortly after the release of her new, critically acclaimed album, ALICIA, 15-time Grammy-winning artist, producer, actress, and New York Times best-selling author Alicia Keys introduced Keys Soulcare: a groundbreaking new lifestyle brand with Eleven. beauty.

The collection aims to share the soul of self care and skin care through content, conversation and community. The Keys Soulcare experience started on social media at @keyssoulcare and is expanding on Tuesday September 29, 2020 with the launch of keyssoulcare.com, an extensive editorial website and a new weekly email newsletter.

There will be a ritual preview of vacation products in December 2020, followed by a full collection slated for early 2021, featuring a range of clean, cruel dermatologist-designed products intended to include skin care, personal care, air care and more.

"We are so proud to work with Alicia because we share the same core values ​​of inclusivity, empowerment and a deeper view of beauty," said Tarang Amin, Chairman and Chief Executive Officer of e.l.f. Beauty. "We look forward to leveraging our skills and track records as we take this next step in our transformation to a multi-brand portfolio."

As with her recent book More Myself: A Journey and new album ALICIA, Keys Soulcare is part of Alicia's own journey from self-censorship to full expression, demonstrating many of the ways she has learned to care for herself and live courageously and connect more deeply with others.

The artist shared, "We're so busy all the time that I don't think we're creating these little rituals for ourselves. Even the five minutes it takes to wash my face – when I have this room to myself." can create, I feel more beautiful, more powerful, more possible. That is soul care. "

According to Alicia, there are four “soul care keys” – body, mind, spirit and connection – that represent our physical, spiritual, mental and social selves and work together to unlock our inner light so that we can be more radiant.

Based on Alicia's belief in the power of our collective action, she calls on a community of "lightworkers" – people who collectively use their voices and platforms to spread light and positivity, such as the healer / creative Emilia Ortiz and the founder of the Orenda Stammes, Amy Yeung and Mama Medicine founder Deborah Hanekamp.

"Keys open doors and this is another beautiful door we can walk through together," shares Alicia Keys.

The Keys Soulcare content page and weekly email newsletter offer original and co-authored content, including stories, tips, and inspiration for each of the four keys, highlighting a range of different lightworkers. Initial topics include: "Alicia on What Beauty Means to Me," "Artist Ming Smith on Path and Passion Alignment," and "Listening to Your Own Narrative."

“When we first met Alicia, we knew we were creating something that went beyond skin care. Her powerful words and her passion for taking care of the whole self have inspired us to create a rich, soulful content experience along with serious skin care, ”adds Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty and President, Keys Soulcare. "Now, more than ever, it's important to connect with consumers in deeper and more meaningful ways."

By combining content and product offerings, the brand aims to give new meaning to beauty by observing rituals in our daily life and practicing intentions in every action.

The first ritual – including a signature sage and oat milk candle and two skin care products yet to be revealed – is being previewed for the 2020 vacation. The complete first skin care collection is planned for early 2021 on keyssoulcare.com and at selected retailers. Further collections and rituals are expected to follow in the next year.

Based on Alicia's own skin care experiences and a desire for truly effective formulas and soul-nourishing rituals, the products were carefully designed in collaboration with Dr. Renée Snyder, MD, co-founder of clean beauty pioneer W3LL People, part of e.l.f. Beauty brand family. Dr. Based in Austin, TX, Snyder is a certified dermatologist specializing in medical dermatology, as well as skin rejuvenation and care to help people achieve their best skin.

In keeping with Alicia's passion for uplifting others and e.l.f. Keys Soulcare will donate a portion of the profits to nonprofits, which will be announced shortly.