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Wellbeing

Keys Soulcare: Everything you need to know about Alicia Keys' new wellness brand

October 20th 2020 / 0 comment

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It's launching this Wednesday with a star-studded virtual launch and aims to nourish us inside and out with products and content too

Joining the likes of Gwyneth Paltrow and Kourtney Kardashian, singer Alicia Keys has announced she is launching her own wellness brand, Keys Soulcare, which will feature skincare, body care, 'air care' (that's candles to you and me) and content too, with a virtual launch event this Wednesday, October 21. The brand aims to encourage us to see beauty as self-care, creating rituals in everyday routines such as your nightly double cleanse.

Alicia, who famously chose to go makeup-free for public appearances and photo shoots back in 2016 in favour of letting her natural beauty shine through, says that the collection is shaped by her own skincare experiences and desire for what she calls truly efficacious formulas and soul-nourishing rituals.

"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," says Alicia, 39. Rituals Alicia has highlighted so far include her evening skincare routine, daily exercise and morning meditation.

The product line, which drops in December and Alicia says is clean, cruelty-free and dermatologist-developed, has been created in partnership with e.l.f. Beauty, so we hope this means an accessible price-point for all. Soulcare will be launching with a sage and oat milk candle and two yet-to-be-revealed skincare products. These will be available in December as a sneak peek into the brand for 2020, with the full product launch assortment planned for launch in January 2021.

We're set to find out more about the brand on October 21, when Alicia is hosting an online festival to celebrate the launch. The virtual event brings together music producer Swizz Beatz (who is also Alicia's husband), ballerina and author Misty Copeland, poet and illustrator Rupi Kaur, author Dr Deepak Chopra, author and activist Abby Wombach, author Glennon Doyle and actor and comedian Rickey Thompson, who will all be performing and hosting conversations.

You can sign up the for the global launch event at keyssoulcarelounge.com . It's at 2am GMT on Thursday 22nd, 9pm EST on Wednesday 21; so there's a chance you might be in bed...

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Soulcare's Instagram gives a clue as to what we can expect. It is already jampacked with content, including meditation tips from Alicia herself, while the website has articles on the importance of napping (something we can get on board with), Alicia's "get unready with me" beauty routine and advice on being a "mindful mommy" based on her experiences of parenting her five and ten-year-old sons she has with Swizz Beats.

It's been a busy year for Alicia already; her studio album Alicia dropped in September while March saw the release of her part autobiography, part narrative book More Myself: A Journey which details her path from self-censorship to full expression and learning to speak out, from growing up in Harlem to 15-Grammy winning superstardom.

So far we know that the products will be sold on the Soulcare site from December 2020; stand by for more information as it lands.

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