To call Keys Soulcare a beauty brand is a bit of a stretch. Yes, its core products are skin-care products, and yes, it's part of the E.L.F. family, but there's just something deeper about what Alicia Keys is offering in her 2020-launched line. Namely, the ritual. "What I've realized is I need to be able to have the space for myself — I need to be able to have a few minutes," Keys told Allure. "It doesn't have to be forever, but a few minutes really to really take care of the outer and the inner."