Alicia Keys BEAUTY BRAND: Keys SoulCare

Written by on September 23, 2020

In August, Alicia Keys announced that she’ll be dipping her toes in the beauty business by partnering with E.l.f. cosmetics for a lifestyle beauty brand. Now, Keys is giving a peek inside Keys SoulCare.

The singer shared a 19-second clip on social media, in which she glows against a bright blue sky while she describes what her new line is about. “SoulCare is paying attention to that part inside of you that you can’t see, that you can feel, and nourishing it, fulfilling it, spoiling it and loving it,” she says.


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