Speaking to Glossy about her skincare range, Alicia Keys said her company is poised to "change the beauty industry and the concept of beauty."
The singer launched Keys Soulcare in late 2020.
About the range and what it offers, she told the publication: "Keys Soulcare is about a perspective and a point of view and how to apply these pieces to our daily lives. That's why I call the products 'presentation' , because it is an offer to engage in the practice of paying attention to oneself, whether it is for five minutes while getting ready for work or getting ready for bed," adding that she "definitely Keys sees Soulcare as a lifestyle brand.
Alicia, known for embracing the makeup-free look, explained that her skincare brand is trying to "develop a dialogue about beauty and what even beauty standards mean."
“As women, we feel that we must look a certain way or present ourselves in a certain way. It allows to change existing concepts and put beauty inside and how you fulfill your soul. Doing and feeling. What makes you beautiful is when you are content and confident and know yourself."