Keys Soulcare

Keys Soulcare
IndustryPersonal care
Founded2020
HeadquartersUnited States
Key peopleAlicia Keys
ProductsSkin care, bodycare, candles
Owner
WebsiteKeysSoulcare.com

Keys Soulcare is a beauty and wellness lifestyle brand by American singer and songwriter Alicia Keys. It includes a variety of skincare and bodycare products, candles, and cosmetics.

The brand's products were first sold in the UK with Cult Beauty.

History

In September 2020, Keys announced plans to launch her own lifestyle brand, called Keys Soulcare. The brand is a joint venture between Keys and cosmetics retailer e.l.f. cosmetics, the latter's chief marketing officer Kory Marchisotto acting as the president of Keys Soulcare.

The brand was launched in December 2020 in the US, early 2021 in the UK. In April 2021, the brand was launched in France, then in Canada in March 2022.

Distribution

In September 2020, the brand began its prelaunch through an editorial site hosted at KeysSoulcare.com and a social campaign, with product sales to follow later that year. The first products became available through the brand's direct-to-consumer website and Ulta Beauty's online store in December 2020.

Ulta Beauty was an early U.S. retail partner for Keys Soulcare. In February 2021, e.l.f. Beauty announced that the brand's collection was available at Ulta Beauty stores nationwide, as well as through Ulta.com and KeysSoulcare.com.

Keys Soulcare later expanded internationally through selected beauty retailers. In the United Kingdom, the brand launched through Cult Beauty. In March 2022, e.l.f. Beauty announced that Keys Soulcare would make its Canadian debut exclusively with Sephora Canada, first through Sephora's website and app and then through more than 85 stores across Canada. The brand has also been distributed through H-Beauty in the United Kingdom and Douglas in other European markets.

In January 2024, Keys Soulcare expanded its online distribution by launching in the Amazon Premium Beauty store. The Amazon launch included the brand's broader skincare, complexion, body care, color care, and lifestyle assortment, along with an Amazon-exclusive facial oil and an online “Offering Selector” intended to help shoppers choose routines.

References

  1. ↑ Sandler, Emma (September 29, 2020). "E.l.f. debuts content-driven Keys Soulcare brand with Alicia Keys". Glossy. Retrieved February 14, 2025.
  2. 1 2 Chatzman, Celia (2020-12-03). "Alicia Keys Launches Her Lifestyle Beauty Line, Keys Soulcare". Forbes. Retrieved 2023-03-11.
  3. ↑ Murray, Becki (2021-01-01). "Everything You Need to Know About Keys Soulcare". Harper's Bazaar. Retrieved 2023-03-11.
  4. ↑ "Keys Soulcare". Cult Beauty. Retrieved 2023-03-11.
  5. ↑ Fray, Kaitlyn (2022-09-22). "Alicia Keys Unveils Lifestyle Beauty Brand, Keys Soulcare, And Reveals the First Product Drop". People. Retrieved 2023-03-11.
  6. ↑ "E.l.f. Debuts Content-Driven Keys Soulcare Brand with Alicia Keys". Glossy. 2020-09-29. Retrieved 2023-03-11.
  7. ↑ "Join Alicia Keys, Tracee Ellis Ross & Jen Atkin to Celebrate the Launch of Keys Soulcare at Ulta". E! Online. 2021-02-17. Retrieved 2023-03-11.
  8. ↑ "Alicia Keys Unveils Keys Soulcare With the World". Financial Post. 2020-08-22. Retrieved 2023-03-11.
  9. ↑ Fetto, Funmi (July 4, 2021). "Alicia Keys: 'I've always had to be strong'". The Guardian. Retrieved July 8, 2021.
  10. ↑ Nouril, Perdita (July 5, 2021). "Alicia Keys: The One Skincare Ingredient Alicia Keys Swears By For Her Make-Up Free Glow". Women's Health. Retrieved July 8, 2021.
  11. ↑ Ateh, Jewel (2020-11-10). "'I Struggled So Much In My Skin & Being Clear About My Self-Worth': Alicia Keys Opens Up About Black Lives Matter, Overcoming Acne & Launching Her Beauty Brand". Glamour. Retrieved 2023-03-11.
  12. ↑ "Where to Buy - Find Keys Soulcare Near You". Keyssoulcare.com. Retrieved 2023-03-11.
  13. ↑ Bitmead, Charlotte (2021-01-29). "Everything You Need To Know About Alicia Keys' Lifestyle Beauty Brand 'Keys Soulcare'". Elle. Retrieved 2023-03-11.
  14. ↑ "Keys Soulcare: Alicia Keys' Cosmetics Brand Arrives in France". Promostyl. 2021-04-22. Retrieved 2023-03-11.
  15. ↑ Vecchiarelli, Samantha (24 March 2022). "Alicia Keys Launches Lifestyle Beauty Brand, Keys Soulcare". HOLR Magazine. Retrieved 2023-03-11.
  16. ↑ Manso, James (2020-09-22). "EXCLUSIVE: E.l.f., Alicia Keys Announce Keys Soulcare". WWD. Retrieved 2026-08-13.
  17. ↑ "Join Alicia Keys for an Unforgettable Evening at the Keys Soulcare Lounge Ulta Beauty Edition". investor.elfbeauty.com. Retrieved 2026-08-13.
  18. ↑ "Alicia Keys' new wellness brand Keys Soulcare is here to bring 'emotional beauty' to our lives - Get the Gloss". 2020-10-19. Retrieved 2026-08-13.
  19. ↑ "Keys Soulcare Shines at Full Wattage Making its Canadian Debut Exclusively at Sephora Canada". investor.elfbeauty.com. Retrieved 2026-08-13.
  20. 1 2 Malach, Hannah (2024-01-17). "EXCLUSIVE: Keys Soulcare Launches on Amazon Premium Beauty With Exclusive New Product". WWD. Retrieved 2026-08-13.