e.l.f. Beauty's Keys Soulcare, which was created by Alicia Keys, has launched in the Amazon Premium Beauty store with the exclusive non-comedogenic Deeply Replenishing Squalane Facial Oil ($35).
The oil comprises squalane, vitamin oils and antioxidants for replenished and softened skin.
In addition to the new oil, the complete collection of Keys Soulcare skin care, complexion, body care, color care and lifestyle products are now available on Amazon.
According to Statista data, "The top 25 beauty and personal care products sold on Amazon were make-up (23.8%) and hair care (23.8%) products..."
Skin care accounted for 19% of the platform's beauty sales.
The Keys Soulcare store features an Offering Selector to help consumers develop a "customized Soulcare ritual based on skin type and favorite affirmations."
The launch of the store coincided with an unveiling by Keys of the brand on Amazon Live, accompanied by dermatologist Renée Snyder, MD, and Keys' makeup artist Ayako Yoshimura.
Keys Soulcare's “Get Ready with Soul” program will encourage consumers to develop their own rituals and share them on social media. The program will be adding a Soulcare Calculator in early February "that invites you to rediscover and reclaim the Soulcare minutes missing in your day."
“When we create the space to honor ourselves, through a connection between skin and soul, we can unlock a whole new side of ourselves and celebrate the strength and beauty that is already inside each of us,” said Keys. “And now with Amazon Premium Beauty we are expanding that space to welcome a whole new community that I am overjoyed to have join us on this very special journey.”
“Keys Soulcare is a celebration of individuality, spirituality and loving your whole self,” said Kory Marchisotto, president, Keys Soulcare. “By unveiling our Amazon Premium Beauty store, we are able to introduce our empowering philosophy and highly efficacious, clinically proven formulas to a new, diverse audience–welcoming them into an immersive shopping experience that uplifts and inspires you to discover the beauty within yourself.”
“At Amazon Premium Beauty, we’re always looking for ways to expand our selection and offer our customers trusted options that help them look and feel like their most confident self,” said Ali Kole, head of premium beauty, Amazon. “We’re so impressed with the creativity and passion Alicia Keys has brought to the Keys Soulcare line, and couldn’t be more pleased the brand chose Amazon as the exclusive retailer to offer the Deeply Replenishing Squalane Facial Oil.”
