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ALICIA KEYS Soulcare
ALICIA KEYS: Soulcare
"Permission to Glow"
Keys Soulcare
, while deeply inspired and co-created by Alicia Keys, is not fully Black-owned in the traditional sense. Here's the breakdown:
Ownership Structure
- Co-founded by Alicia Keys in 2020 as a lifestyle beauty brand focused on wellness and self-care.
- The brand is a joint venture with e.l.f. Cosmetics, a publicly traded company that owns and operates the brand alongside Alicia Keys.
- Alicia serves as the face, creative force, and philosophical guide behind the brand, but e.l.f. retains corporate ownership and operational control.
Cultural Significance
- The brand reflects Alicia’s values around inner beauty, self-worth, and holistic care.
- It’s marketed with strong ties to her identity and voice, but it doesn’t meet the criteria for being independently Black-owned.
So while it’s Black-led and culturally resonant, it’s not Black-owned