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EXCLUSIVE: Keys Soulcare Launches on Amazon Premium Beauty With Exclusive New Product

On Wednesday, Alicia Keys’ beauty and skin care brand Keys Soulcare launched on Amazon Premium Beauty, along with a new offering that’s exclusive to the online retailer.

The Deeply Replenishing Squalane Facial Oil ($35) aims to nourish, plump and visibly firm the skin. Its non-comedogenic formula is even suitable for those with acne-prone complexions. After struggling with the condition herself, Keys sought out to create a lightweight, hydrating facial oil that doesn’t clog pores.

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“When we create the space to honor that 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,” Keys said in a press release. “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 journey.”

Keys will unveil the new Squalane Facial Oil on Amazon Live on Wednesday at 6:30 p.m. ET. The singer and entrepreneur will be joined by her makeup artist, Ayako Yoshimura and board-certified dermatologist Dr. Renée Snyder.

Alicia Keys, celebrity beauty, skincare, Keys Soulcare, Amazon
Alicia Keys poses with Keys Soulcare’s Deeply Replenishing Squalane Facial Oil.

Within the Keys Soulcare store, Amazon customers will find an “Offering Selector,” which will help them find a customized Soulcare routine based on their skin type.

The Deeply Replenishing Squalane Facial Oil is vegan, fragrance-free and cruelty-free. Formulated with prickly pear seed and pomegranate oils, it provides vitamins, antioxidants and fatty acids for deep moisture as well as skin calming and firming properties.

Following a four-week consumer perception test, 94 percent of participants agreed that their skin felt replenished after using the Squalane Facial Oil, while 97 percent said that their skin was softer the morning after use.

Keys and Dr. Snyder launched the Keys Soulcare brand in 2020.

Amazon sees about 100 million unique beauty shoppers a month and holds 12 percent of the prestige beauty market share.

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