Keys Soulcare is an American skincare company co-founded by Alicia Keys and is part of the Elf family of brands, which manufactures and sells products through its direct-to-consumer site and retail chains including Ulta. The company recently chose to emphasize its new products and highlight them as a real differentiator in the celebrity-backed brands space by focusing on the whole, wellness aspects and working with beauty experts to weigh in on reviews and efficacy. 071011