Keys Soulcare

In September 2020, Keys announced plans to launch her own lifestyle brand, called Keys Soulcare.^[5] The brand is a joint venture between Keys and cosmetics retailer e.l.f. cosmetics,^[6][7] the latter's chief marketing officer Kory Marchisotto acting as the president of Keys Soulcare.^{[8][9][10][11]}

The brand was launched in December 2020 in the US, early 2021 in the UK.^[12][13] In April 2021, the brand was launched in France,^[14] then in Canada in March 2022.^[15]