Alicia Keys has partnered with e.l.f. Beauty to launch Keys Soulcare, a self-care and skincare collection that shares its soul through content, conversation, and community.

The line represents many of the ways Alicia has learned to nurture herself, live boldly, and connect more deeply with others.

Tarang Amin, chairman, and CEO, e.l.f. Beauty:

We are so proud to partner with Alicia, as we share the same core values of inclusivity, empowerment, and a deeper view of beauty.

We look forward to leveraging our capabilities and track record of success as we take this next step in our transformation to a multi-brand portfolio.

“The first time we met Alicia, we knew that we were creating something that transcended skincare. Her powerful words and her passion for taking care of the whole self, inspired us to create a rich, soulful content experience along with serious skincare. Now more than ever, it’s important to connect with consumers in deeper, more meaningful ways,” commented Kory Marchisotto, Chief Marketing Officer, e.i.f. Beauty and President, Keys Soulcare.

Alicia Keys believes there are four “Keys to Soulcare” – Body, Spirit, Mind, and Connection – which represent our physical, spiritual, mental, and social selves, and work together to unlock our inner light so that we can be more radiant.

Keys open doors and this is another beautiful door we get to walk through together.

The Keys Soulcare website launches on Tuesday, Sept. 29., it will include an editorial site with a weekly email newsletter.

Congratulations Alicia!

Source: Black Enterprise