Shares the soul of beauty through dermatologist-developed, clean formulas with skin-nourishing ingredients and soul-nurturing rituals.
OAKLAND, Calif.--(BUSINESS WIRE)-- In case no one told you this yet today: you are infinitely capable of great things, big dreams and beautiful outcomes. ~Alicia Keys
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Keys Soulcare new dermatologist-developed clean skincare offerings. Photo Courtesy: Keys Soulcare
Today, Keys Soulcare shines at full wattage unveiling six new dermatologist-developed clean skincare offerings, after debuting the first three in December 2020. Created with 15-time Grammy-Award winning artist, producer, actress, and New York Times best-selling author Alicia Keys, and board-certified dermatologist and co-founder of clean beauty pioneer WƎLL PEOPLE, Dr. Renée Snyder, the offerings are inspired by Alicia’s own skincare journey and love of ancient beauty rituals.
“I’ve learned I can see people with my eyes, but it’s the spirit that shines through that makes someone beautiful,” says Alicia Keys. “Beauty is about how we connect, how we check in with our spirits, how we accept and love ourselves. It’s paying attention to the parts inside you can’t see but you feel. This is what Keys Soulcare is about.”
“The initial idea was to create a skincare line,” reveals Keys Soulcare President Kory Marchisotto. “But it soon became clear that Alicia’s vision had the power to transcend beauty, to create something deeper, and that is when we became divinely aligned around our vision to blaze a new trail in beauty with Alicia as our guiding light.”
The new collection features the Golden Cleanser, Be Luminous Exfoliator, Harmony Mask, Reviving Aura Mist, Comforting Balm and Fragrance-Free Skin Transformation Cream, and joins the Sage + Oat Milk Candle, Obsidian Facial Roller and Skin Transformation Cream. All offerings are dermatologist-developed, clean and cruelty-free, with each product intentionally bearing a soul-empowering affirmation.
DERMATOLOGIST-DEVELOPED, CLEAN FORMULAS
All Keys Soulcare offerings deliver clean, effective formulas that are also gentle on the skin. Formulated without 1,680 substances restricted by the FDA and European Union Cosmetics Regulation Guidelines, the offerings are free of parabens, phthalates, sulfates, formaldehydes, among many other ingredients (see the full list).
SKIN-NOURISHING INGREDIENTS
Inspired by ancient beauty rituals, time-honored minerals and botanicals like malachite, manuka honey, and hojicha powder are combined with modern ingredients like hyaluronic acid, ceramides, and bakuchiol to create highly efficacious formulas gentle enough for all skin types.
As Alicia deeply believes in the power of meaningful words and in practicing intention in every action, each offering features a unique affirmation to encourage us to take time and space for ourselves and create a moment of ritual by intentionally speaking power and possibility over our daily lives.
The full collection of skin-nourishing, cruelty-free offerings available today, includes:
SOUL-NURTURING RITUALS
“Cleansing with the Golden Cleanser, exfoliating with the Be Luminous Exfoliator, applying the Skin Transformation Cream and giving my face a nice massage using the Obsidian Facial Roller is one of my favorite self-care rituals,” notes Alicia. “We’re so busy all the time that I don’t think we create these small rituals for ourselves. 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. That’s soulcare.”
The Keys Soulcare offerings were developed to create your own beauty rituals. All offerings together create the Complete Soulcare Ritual, a comprehensive regimen that demonstrates the ultimate commitment to your soulcare journey: cleansing, exfoliation and hydration combined with heightened awareness, serenity, and self-love. Practice this ritual two to three times a week to keep your skin conditioned and your spirit aligned.
Begin your ritual with each offering by reading the affirmation aloud. Light your Sage + Oat Milk Candle to energize and add clarity to your thoughts with the scent of sage. Next, allow the turmeric and chamomile of the Golden Cleanser to purify and soothe your skin and your spirit. Follow with the Be Luminous Exfoliator, which polishes and boosts your radiance with hojicha and lactic acid. Next, apply the Harmony Mask for a deep, moisturizing cleanse with manuka honey and charcoal. Follow with the Skin Transformation Cream to moisturize and brighten inside and out with malachite and bakuchiol. Go deeper with the Obsidian Facial Roller for improved absorption and resilience. Next, apply the multipurpose Comforting Balm anywhere on your face and body that needs hydration. Finish with the rose-enriched Reviving Aura Mist for an instant refresh of vital moisture to help elevate your mood.
Keys Soulcare shares the soul of beauty through inspiring content, thought-provoking conversation and a unifying community. By focusing on the four “keys” of beauty—body, mind, spirit and connection—Keys Soulcare seeks to guide and support community members on their journeys to discover and embrace their full, authentic selves.
Empowering others to shine brighter and as part of the launch, Keys Soulcare is a sponsor of The HAPPY Org, a youth-founded organization that focuses on youth empowerment through holistic education. A true lightworker, CEO Haile Thomas founded The HAPPY Org when she was 12 years old as a way to help the next generation blossom into happy, healthy, and informed individuals in their homes, schools, communities, and the world.
All Keys Soulcare offerings are available for pre-sale at keyssoulcare.com and will be available on January 14 at ulta.com. Keys Soulcare will be available at ULTA Beauty stores and in international markets in early 2021.
About Keys Soulcare:
Keys Soulcare is a lifestyle beauty brand created with artist, producer, actress, and New York Times best-selling author Alicia Keys. Born of Alicia’s personal skincare journey and her passion for bringing light into the world, the brand vision is more than skin deep. Keys Soulcare shares the soul of beauty through dermatologist-developed, clean formulas, skin-nourishing ingredients and soul-nurturing rituals. With an inclusive point of view, an authentic voice, and a line of skin-loving, cruelty-free offerings, Keys Soulcare aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action. Available at keyssoulcare.com and on ulta.com. Learn more by visiting www.keyssoulcare.com.
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Media Contacts: Melinda Fried Corporate Communications, e.l.f. Beautymfried@elfbeauty.com
Business Media Inquiries: Brittany FraserICR, Inc.ELFPR@icrinc.com
Consumer Media Inquiries: Danielle Marmel SHADOW Danielle@weareshadow.com
Alicia Keys Inquiries: Dvora Englefield LEDE Dvora.Englefield@ledecompany.com
Source: e.l.f. Beauty