Singer Alicia Keys’ lifestyle brand Keys Soulcare, created in partnership with e.l.f Beauty, has launched a three-part video series with conversational online platform The Skin Deep.
The series dives into self-discovery, self-care and what the company says is the “transformative power of honest dialogue”.
The partnership with The Skin Deep, a brand known for its intimate conversation formats and viral relationship card games, promises to offer a fresh take on the role of storytelling within beauty.
Rather than relying on conventional influencer marketing, Keys Soulcare says it redefines beauty communication through its community of ‘lightworkers’ – individuals who exemplify authenticity, purpose and the brand’s soulful ethos.
“This series explores how meaningful dialogue can spark reflection, connection and healing,” Laurie Lam, Chief Brand Officer of e.l.f. Beauty, told Cosmetics Business.
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