Ipsy teams up with Alicia Keys for latest beauty collaboration

Published: 18-Jul-2022

The subscription service is partnering with the Keys Soulcare founder on its Glam Bag line

Ipsy, the beauty subscription brand, has partnered with singer Alicia Keys for its latest beauty box.

The musician's offering with the brand includes her beauty label Keys Soulcare as well as eight full-size products from other brands, including Uoma and Bobbi Brown.

Reality television star Khloe Kardashian, actress Madelaine Petsch and brand owner Huda Kattan are among Ipsy's previous Glam Bag X celebrity collaborators.

The Glam Bag x Alicia Keys is available from 1 August, as part of Ipsy's US$58 quarterly subscription, and is said to be worth $350 in retail value.

Keys' collection is said to highlight her favourite people of colour and female beauty entrepreneurs.

"On paper, Ipsy is a beauty subscription company but ultimately, Ipsy has always been a space for authentic self-expression with a diverse community at its core," said Emine ErSelcuk, SVP of Merchandising at Ipsy.

"Alicia was passionate about including some of her favourite BIPOC and woman-founded brands in her Glam Bag X collection, and it was very important to her that these offerings empower Ipsters [brand consumers] and her fans to express themselves, live authentically, and take charge of their own beauty journeys."

Keys described the chosen products as a method to support self-care. "Soul care is changing the conversation of what it means to be beautiful and cultivating the vibe and the energy you want to stand in," she continued.

"It's in how we approach our everyday habits: creating space for ourselves, being kind to ourselves, uplifting ourselves, and changing the intention behind our actions and how we speak to ourselves."

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