Alicia Keys: Keys Soulcare

Alicia Keys turned major heads in the beauty industry by partnering directly with e.l.f. Beauty to launch Keys Soulcare in December 2020. While the dermatological clean formulas received strong critical acclaim, the brand struggled to maintain its footing as a profitable corporate entity within the parent company's portfolio. In a rare industry pivot in early 2026, the parent corporation altered its long-term financial roadmap and officially sold the operational assets back to Keys directly to run as a solo venture.