Challenge
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
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
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.
Lightworkers
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.
Shining at Full Wattage
“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
