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# Singer-Created Beauty Brands
Keys Soulcare is a Collaboration Between Alicia Keys and e.l.f Beauty

By Ell Smith | Published 2020-09-24 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/keys-soulcare
References: [hypebae](https://hypebae.com/2020/9/alicia-keys-soulcare-skincare-lifestyle-brand-elf-beauty-release-announcement) & [keyssoulcare](https://www.keyssoulcare.com/)

[Keys Soulcare](https://www.trendhunter.com/trends/keys-soulcare-gratitude-journal) 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

## Trend Insights (Trend Hunter)

- Score: 0.8/10
- Popularity: 5% | Activity: 11% | Freshness: 9%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics)

## Key Themes

### What's Driving This Trend

- **Singer-created Beauty Brands:** Disruptive innovation opportunity: Collaborations between singers and beauty brands to create holistic skincare and lifestyle products that promote inner peace.
- **Skincare as a Mind, Body, and Soul Experience:** Disruptive innovation opportunity: Creating skincare products that focus on holistic wellness and encourage users to create personal rituals for self-care.
- **Non-toxic and Cruelty-free Beauty:** Disruptive innovation opportunity: Developing beauty products that are both non-toxic and cruelty-free, aligning with the growing demand for ethical and sustainable beauty solutions.

### Who This Affects Most

- **Skincare Industry:** Disruptive innovation opportunity: Introducing new skincare products and regimes that promote holistic wellness, embracing the mind, body, and soul connection.
- **Beauty Industry:** Disruptive innovation opportunity: Forming collaborations between singers and beauty brands to create unique and conscious beauty products, catering to the growing consumer demand for socially responsible brands.
- **Homecare Industry:** Disruptive innovation opportunity: Expanding into the homecare market by creating products that complement the skincare and lifestyle brand, providing a holistic wellness experience for consumers at home.

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