Alicia Keys

Alicia Keys’ Keys Soulcare: Blending Music With Wellness


Dec. 28 2023, Updated 2:03 a.m. ET

Alicia Key is a phenomenal songwriter and artist known for her timeless hits like “Girl on Fire,” “My Boo,” and “Empire State of Mind.” The virtuoso has an impressive trophy count, indicating how great she is at her craft.

For perspective, Alicia has won 15 Grammys, but she’s more than just a musician and pretty pianist. Alicia is an entrepreneur, an actress with two Oscar nominations, a New York Times best-selling author, and a philanthropist.

The artist recently expanded her portfolio of projects into the wellness space. Here is a deep dive into her brainchild, Keys Soulcare.

Keys Soulcare: The Birth

Alicia isn’t new in the well-being space. In fact, the award-winning singer has been using her influence to support wellness courses dedicated to helping women live the best versions of themselves. In 2021, Alicia partnered with AthletaWell, a digital platform that focuses on female well-being.

So, how did Alicia come up with Keys Soulcare?

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Alicia has skin equally flawless as her singing voice, and because she resonated with skincare, saying that it felt natural to her, she started Keys Soulcare in partnership with e.l.f. Beauty. The Grammy winner believes that beauty and soul care are connected and that her brand helps people remain true to themselves.

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“It’s important to take care of your soul and to take care of that part of yourself that you can’t see, but you can feel. I’m talking about the biggest of the 78 organs in your body: your skin. Hug it. Nourish it. Love yourself,” Keys passionately said during Keys Soulcare launch (a lot of her skin issues culminated from the stress and anxiety she experienced around negative associations with traditional standards of beauty).

Keys Soulcare and Wellness

Keys Soulcare, besides being a beauty brand, is a wellness lifestyle brand with skincare products, cosmetics, body care products, and candles. Soulcare, according to the brand, means taking care of your entire self, and therefore, its wellness philosophy honors the connection between the skin and the soul.

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From facial massage tools to aura mists, Keys Soulcare products are designed to practice soul-nourishing rituals, self-love, and meditation.

Additionally, Alicia takes on a new exciting direction with her brand; each product in the collection comes with affirmations written by Alicia (which, if you like, you can listen to in Alicia’s voice on the brand’s website).

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Dermatologist Renee Snyder, the co-founder of the clean beauty brand W3LL People, worked closely with Alicia to develop her skincare brand. In a chat with Keys Soulcare, the doctor explained the connection between skincare and caring for the inner self. She mentions that since the skin is the first thing people see, how someone feels about it means a lot; confidence about it translates to you feeling like yourself, and that reflects to the world.

Finding Balance Through Wellness

Between being a singer, actor, producer, and entrepreneur, Alicia Keys is also a mother and a wife. Wearing this many hats can be challenging, taking away from her time. We’d say she understands the importance of self-care and nurturing oneself.

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