Keys Soulcare, the lifestyle beauty brand created by Alicia Keys, launches today in the Amazon Premium Beauty store.
 
The complete collection of skincare, complexion, body care, color care and lifestyle offerings is now available to Amazon shoppers.
 
Additionally, a new Amazon exclusive Keys Soulcare offering launches today: Deeply Replenishing Squalane Facial Oil ($35 USD), a clinically proven formula that works to hydrate and replenish skin overnight.

A Milestone in the Keys Soulcare Journey

Bringing Keys Soulcare to the Amazon Premium Beauty community marks a milestone in the brand’s mission to help others unlock the beauty that is already within.
 
With gentle yet powerful formulas featuring modern skin science combined with time-proven ancient botanicals and minerals like malachite, Manuka honey, and Hojicha powder, Keys Soulcare delivers transformative skin benefits.
 
Furthermore, Alicia’s personally written affirmations – which are etched into every jar – help transform everyday skincare routines into a “soulcare ritual” of positivity and self-love. The soulful color of the collection, named “blurple” – a deep purple-blue – is inspired by Alicia’s love of crystals, particularly amethyst, a stone known for clarity and healing.
 
Within the Keys Soulcare store, Amazon customers will find a unique Offering Selector, to help them find a customized soulcare ritual based on skin type and favorite affirmations.
 
“When we create the space to honor ourselves, through a connection between skin and soul, we can unlock a whole new side of ourselves and celebrate the strength and beauty that is already inside each of us,” said Alicia. “And now with Amazon Premium Beauty we are expanding that space to welcome a whole new community that I am overjoyed to have join us on this very special journey.”
 
“At Amazon Premium Beauty, we’re always looking for ways to expand our selection and offer our customers trusted options that help them look and feel like their most confident self,” said Ali Kole, Head of Premium Beauty, Amazon. “We’re so impressed with the creativity and passion Alicia Keys has brought to the Keys Soulcare line, and couldn’t be more pleased the brand chose Amazon as the exclusive retailer to offer the Deeply Replenishing Squalane Facial Oil.”

Amazon Live with Alicia Keys

Alicia will personally debut Keys Soulcare on Amazon Live oon January 17, 2024 at 3:30PM PT / 6:30PM ET.
 
This hour-long, shoppable livestream with Alicia will also feature guests, Dr. Renée Snyder and Alicia’s longtime makeup artist Ayako Yoshimura.
 
Alicia and friends will open up the connection between skin and soul by sharing their personal skincare journeys and introduce a new “Get Ready with Soul” campaign.
 
Keys Soulcare will invite its community to develop their own “Get Ready with Soul” rituals and share them with friends and followers on social media in the weeks ahead.

New Deeply Replenishing Squalane Facial Oil

During the livestream, Alicia will debut the new Deeply Replenishing Squalane Facial Oil. Safe for oily and acne-prone complexions, Alicia will share how this offering “redefines how a facial oil performs” – and how even those who have been skeptical of oils, like Alicia herself, can enjoy the benefits of this uniquely nourishing, plumping, replenishing non-comedogenic formula.
 
The vegan, fragrance-free and cruelty free formula is “gentle yet potent,” with a blend of squalane, vitamin oils and antioxidants, supporting the skin’s moisture barrier to help restore soft, supple and balanced skin. In a four-week consumer perception test of the Deeply Replenishing Squalane Facial Oil, 94% agreed skin was replenished and 97% agreed skin was softer the morning after use.
 
The affirmation for the Deeply Replenishing Squalane Facial Oil, “I am good to myself,” reminds users to make space for the things that benefit them and bring them joy.
 
“There is Radical change possible with self-love,” says Alicia. “Soulcare is giving yourself time for yourself.”