Keys Soulcare is a lifestyle and skincare brand founded by Alicia Keys in partnership with e.l.f. Beauty. Launched in 2020, the brand blends dermatologist-developed skincare with mindfulness rituals, affirmations, and soulful self-care practices. Each product — from the Skin Transformation Cream to Reviving Mist — is formulated with clean, cruelty-free ingredients and spiritual intention. Guided by Alicia’s philosophy of inner and outer radiance, Keys Soulcare bridges beauty, wellness, and purpose, representing a maturing stage in the creator-led brand movement.