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Alicia Keys Wants You to Shine From the Inside Out With ‘Keys SoulCare’ Brand

In August, Alicia Keys announced that she’ll be dipping her toes in the beauty business by partnering with E.l.f. cosmetics for a lifestyle beauty brand. Now, Keys is giving a peek inside Keys SoulCare.

The singer shared a 19-second clip on social media, in which she glows against a bright blue sky while she describes what her new line is about. “SoulCare is paying attention to that part inside of you that you can’t see, that you can feel, and nourishing it, fulfilling it, spoiling it and loving it,” she says.

“I’ve been dying to share something really special with you,” Keys captioned the clip. “A place where we can have real conversations about who we are and who we want to be. It’s called @keyssoulcare.”

Keys SoulCare’s website reveals that it will be arriving on Sept. 29. See here.

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