Photo: Instagram/aliciakeys
Alicia Keys has officially unveiled her beauty brand ‘Soulcare’ in a new campaign video. In August, the news went viral that the grammy-award winning singer will launch a cruelty-free skincare brand in collaboration with American beauty giant E.l.f that will bring new meaning to our beauty rituals.
The campaign ad features the singer proudly channeling her true beauty, while also giving fans the subtle goal of Soulcare. “Soulcare is paying attention to that part inside of you that you can’t feel and nourishing it, fulfilling it, spoiling it, and loving it,” Keys said in the video.
“Wherever you are in your journey to greatness, welcome.” she also captioned the video. “I can’t wait to create this community with you. From celebrating our skin to amplifying our voices, this is a space to explore ourselves, fill our spirit and share our light.“
Keys Soulcare will include products from body care, skincare to makeup. As per WWD, the debut collection will come during the holiday season with three products, featuring a sage and oatmilk candle, as well as two other skincare products with the hopes to expand the product categories in 2021.
