Keys Soulcare is a skincare and lifestyle brand that's the product of a collaboration between the iconic American singer Alicia Keys and e.l.f. beauty.
Skincare goes a lot deeper than one's morning and night routine, according to keys, its a full mind, body and soul experience. In light of this ethos, the line will boast products that are non-toxic and cruelty free, while encouraging users to explore their inner peace. According to the singer herself, “We’re so busy all the time that I don’t think we create these small rituals for ourselves...even the five minutes it takes to wash my face — when I’m able to create that space for myself I feel more beautiful, more powerful, more possible. That’s soulcare.”
In addition to products for the face and body, Keys Soulcare will make products for the home.
Image Credit: James Bailey/Keys Soulcare