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Keys Soulcare

Sharing the soul of beauty.


Create a groundbreaking new lifestyle beauty brand crafted by 15-time Grammy-award winning artist, producer, actress, and New York Times best-selling author, Alicia Keys, and powered by e.l.f. Beauty.

Our role

  • Brand Strategy & Architecture
  • Naming
  • Visual & Verbal Identity
  • Editorial Strategy & Content
  • Editorial / E-Comm Site
  • Social Strategy & Content
  • Launch Campaign
  • Photography & Video

More Than an Icon. An Inspiration.

Collaborating directly with Alicia Keys and the e.l.f. Beauty internal creative and marketing teams, we created a uniquely soulful lifestyle beauty brand that offers serious skincare + soul-nourishing rituals through content, commerce and community.

The Beauty of Soulcare

“To me, soulcare means embracing our inner light and knowing that we are enough.”
–Alicia Keys

Brand Identity

“I love that Keys can evolve to take on a new meaning — because keys open doors and this is another beautiful door that we get to walk through together.”

-Alicia Keys

Four Keys Black Texture

Connecting Body, Spirit and Mind

With a vision of beauty that is more than skin deep, the brand transcends skincare to truly care for the whole self — body, spirit, mind and connection.


The brand is amplified through a community of “lightworkers” – Alicia’s term for individuals who bring light and positivity into the world through their unique voices and actions.

Learn more about lightworkers here.

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Shining at Full Wattage

The passion and enthusiasm are real. The brand has generated over 8.5B press impressions in the first three months. A line of dermatologist-developed, clean and cruelty-free products, slated to include skincare, bodycare, aircare and more, previewed in December 2020 and will officially launch in January 2021.

Alicia Half

“Beauty is about the soul and the heart and the spirit and what comes through you and comes out of you. It’s more than just the surface, it’s a deep conversation about who we are and who we want to be.”

-Alicia Keys

Learn more at keyssoulcare.com