Alicia Keys Unveils Keys Soulcare With the World

On the heels of releasing her new critically acclaimed album ‘ALICIA,’ 15-time Grammy-Award winning artist, producer, actress, and New York Times best-selling author, Alicia Keys, today unveiled Keys Soulcare: a groundbreaking new lifestyle brand with e.l.f. Beauty (NYSE: ELF). The collection aims to share the soul of self care and skin care through content, conversation and community. The Keys Soulcare experience begins today across social media at @keyssoulcare, and expands on Tuesday, September 29, 2020 with the launch of keyssoulcare.com, a rich editorial site, and a fresh weekly email newsletter. There will be a holiday product ritual preview in December 2020, followed by a full collection launch planned for early 2021, featuring a line of clean, cruelty-free, dermatologist-developed products, slated to include skincare, bodycare, aircare and more.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20200922005614/en/

(Photo: Business Wire)

(Photo: Business Wire)

“We are so proud to partner with Alicia, as we share the same core values of inclusivity, empowerment, and a deeper view of beauty,” said Tarang Amin, Chairman and Chief Executive Officer, e.l.f. Beauty. “We look forward to leveraging our capabilities and track record of success as we take this next step in our transformation to a multi-brand portfolio.”

As with her recent book, More Myself: A Journey, and her new album, ALICIA, Keys Soulcare is part of Alicia’s own journey from self-censorship to full expression and brings forward many of the ways she has learned to nurture herself, live boldly and connect more deeply with others.

The artist shared: “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. That’s soulcare.”

According to Alicia, there are four “Keys to Soulcare” — Body, Spirit, Mind and Connection — which represent our physical, spiritual, mental and social selves, and work together to unlock our inner light so that we can be more radiant. Based on Alicia’s belief in the power of our collective action, she is calling on a community of “lightworkers” — individuals who collectively use their voices and platforms to spread light and positivity, such as healer/creative Emilia Ortiz, Orenda Tribe founder Amy Yeung, and Mama Medicine founder Deborah Hanekamp.

“Keys open doors and this is another beautiful door that we get to walk through together,” shares Alicia Keys.

The Keys Soulcare content site and weekly email newsletter will feature original and co-created content, including stories, tips, and inspiration across each of the four keys and highlight a range of diverse lightworkers. Some of the initial topics will include: “Alicia on What Beauty Means to Me,” “Artist Ming Smith on Aligning Path & Passion,” and “Listening to Your Own Narrative.”

“The first time we met Alicia, we knew that we were creating something that transcended skincare. Her powerful words and her passion for taking care of the whole self, inspired us to create a rich, soulful content experience along with serious skincare,” adds Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty and President, Keys Soulcare. “Now, more than ever, it’s important to connect with consumers in deeper, more meaningful ways.”

Through the combination of content and product offerings, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action. The first ritual — including a signature sage and oat milk candle and two yet-to-be-revealed skincare products — will preview for holiday 2020, with the full initial skincare collection planned for launch early 2021, on keyssoulcare.com and with select retailers. Additional collections and rituals are anticipated to follow later next year.

Based on Alicia’s own skincare experiences and desire for truly efficacious formulas and soul-nourishing rituals, the products have been carefully developed in partnership with Dr. Renée Snyder, M.D., co-founder of clean beauty pioneer W3LL People, part of the e.l.f. Beauty family of brands. Based in Austin, TX, Dr. Snyder is a board-certified dermatologist specializing in medical dermatology as well as skin rejuvenation and care to help people achieving their best skin.

In line with Alicia’s passion for lifting up others and e.l.f. Beauty’s purpose, Keys Soulcare will donate a portion of profits to non-profit organizations, to be announced soon.

To learn more and be the first to receive fresh soulcare every week in your inbox, visit www.keyssoulcare.com and @keyssoulcare

About e.l.f. Beauty:

e.l.f. Beauty stands with every eye, lip, face and paw. This deep commitment to inclusive, accessible, cruelty-free beauty has fueled the success of our namesake e.l.f. Cosmetics brand since 2004. With the acquisition of the pioneering clean-beauty brand W3LL People in February 2020, and Keys Soulcare expected to launch in 2021, we continue to strategically expand our portfolio with brands that support our purpose and values. Our family of brands is available online, and across leading beauty, mass-market, and clean beauty specialty retailers. Learn more by visiting investor.elfbeauty.com

About Keys Soulcare:

Keys Soulcare is a lifestyle beauty brand created with artist, producer, actress, and New York Times best-selling author Alicia Keys. Born of Alicia’s personal skincare journey and her passion for bringing light into the world, the brand vision is more than skin deep. With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, Keys Soulcare aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action. The brand is expected to be available online and through exclusive retail partnerships in select markets.

Forward-looking Statements:

This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to e.l.f. Beauty’s beliefs and expectations regarding the timing for launch and success of the Keys Soulcare brand. Although e.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty's most recent Annual Report on Form 10-K, as updated from time to time in e.l.f. Beauty's SEC filings, as well as risks associated with e.l.f. Beauty’s ability to achieve the anticipated benefits of the Keys Soulcare brand. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future.

Contacts:

e.l.f. Beauty Inquiries:
Melinda Fried
Corporate Communications, e.l.f. Beauty
mfried@elfcosmetics.com

Business Media Inquiries:
Brittany Fraser
ICR, Inc.
ELFPR@icrinc.com

Consumer Media Inquiries:
Liza Suloti
SHADOW
Liza@weareshadow.com

Alicia Keys Inquiries:
Paula Witt
Sunshine Sachs
witt@sunshinesachs.com

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