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Keys Soulcare by Alicia Keys is a little different from the wealth of other celebrity-backed beauty brand launches of late.
As the term 'Soulcare' might suggest, Keys' new venture places wellness at the heart of our beauty routines and while the range has been in the works for a while, it's a concept that's never been more relevant for 2021.
Indeed, many of us found much-needed comfort and calm through skincare and make-up during the uncertainty of the last year. The idea that beauty can be a little act of self-care is the exact concept that Keys' Soulcare is based on.
Excitingly, the first wellbeing-boosting 'ritual' within the collection has just been revealed and it doesn't disappoint, especially with Christmas just around the corner.
Dubbed 'Embrace Your Inner Light', the first set includes a sustainably-sourced candle (perfect for wintry nights), which is made of oat milk and sage, the latter of which has long been used in spiritual purification rituals.
It is designed to be burned while you relax and depuff your skin with the help of two other products - a clever facial roller made of obsidian (often used to block negative energy in feng shui) and a nourishing facial cream.
While certainly relaxing and thus 'good for the soul', the ritual does measure up in terms of skincare credentials too. The face cream contains bakuchiol (a plant-based alternative to retinol) to improve the tone and texture of your skin, as well as ceramides and hyaluronic acid – two brilliant ingredients for hydrating and locking moisture into your complexion.
That means you are getting the best of both worlds, with effective skincare delivered in a way to quieten a busy mind.
"More than ever we need these rituals, these ways to tune into ourselves," the Instagram video announcing the launch was captioned. "I'll think about just bringing more ease and calm into my world. That's Soulcare."
This first ritual is set to be joined by a full collection of "clean, cruelty-free, dermatologist-developed products, slated to include skincare, bodycare, 'aircare' and more", in early 2021.
“We're so busy all the time that I don't think we create these small rituals for ourselves," explained Keys when asked why she chose to release 'rituals' first rather than a full traditional skincare routines. "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.”
Part beauty company - part wellness revolution, Alicia Keys has unveiled Keys Soulcare - her new brand in partnership with Elf Beauty.
The singer has defined the concept as a "soulful new lifestyle and skincare experience," which will see wellbeing-boosting beauty products joined by various advice-driven content platforms to bring a truly 360 degree approach to wellbeing.
As for what 'soulcare' actually means, you can think of it as the 2021 version of 'balance' and 'wellness': a timely move, considering self-care has become an ever-increasing focus during the coronavirus pandemic.
To further define the concept, Keys has outlined four “Keys to Soulcare” (notice the nice pun on her name), which are Body, Spirit, Mind and Connection. From a product perspective, the focus starts with "small rituals", to support mental and physical wellbeing.
The four areas will also act as brand pillars through which the singer, and a host of industry experts, dubbed 'lightbringers', are hoping to start important conversations about wellbeing for individuals of all backgrounds.
Advice and inspiration will be shared not only via the company's social media platforms, @keyssoulcare, but through a weekly newsletter and content-rich website, with initial topics including “Alicia on What Beauty Means to Me,” and “Artist Ming Smith on Aligning Path & Passion.”
“The first time we met Alicia, we knew that we were creating something that transcended skincare," says the chief marketing officer for Elf Beauty, Kory Marchisotto. “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.”
Alicia Keys has become the latest celebrity to announce the launch of her own beauty brand, following in the footsteps of fellow singers such as Rihanna (Fenty Beauty), Lady Gaga (Haus Cosmetics), and Selena Gomez (Rare Beauty).
Dubbed a "lifestyle beauty brand" that is "more than skin deep", the label is said to have inclusivity at its heart, with Keys' mixed heritage playing an important role in the direction.
The exciting news was announced by E.l.f Beauty, the affordable cosmetics company that is collaborating with the singer on the new brand. It is set to launch in 2021 but does not currently have a confirmed date or name.
“A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” explained E.l.f's press announcement. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honouring ritual in our daily life and practicing intention in every action.”
A 15-time Grammy Award winning artist and producer, Keys made headlines in 2016 when she announced that she would be going increasingly make-up free, after being inspired by not wearing cosmetics on the cover of her album Here. She's since walked the red carpet multiple times either bare-faced or wearing minimal make-up, and her flawless skin often outshines full make-up looks.
As such, we certainly hope that the new line will reveal the secrets behind Keys' glowing and youthful complexion (through skincare and 'no make-up make-up'), while providing an array of product options for a diverse range of skin tones.
We can expect the collection to retail at a reasonable price point, too, considering that E.l.f specialises in that area of the market. Our top predictions? Glow-boosting skincare that negates the desire for heavy foundation, and minimal make-up essentials (which you can currently find in E.l.f's exclusive set).
That said, the 'lifestyle brand' label means we might even be treated to diverse haircare and wellness products, which would be especially exciting.
Below, see Keys speaking for the first time about the impending launch.
“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty,” reveals Kory Marchisotto, the chief marketing officer for E.l.f Beauty and the president of Alicia Keys' new brand. “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”
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