Keys Soulcare

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.