Alicia Keys officially launches lifestyle brand
Alicia Keys has officially launched her own Goop-style lifestyle and skincare brand and website, Keys Soulcare.The Fallin‘ hitmaker is teaming up with the firm e.l.f. Beauty to launch the venture, which she teased last month (August 2020) in a video.In a press release about the big reveal on Tuesday (September 22, 2020), she says: “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.