IPSY Names Alicia Keys Curator of Next Glam Bag X

Music Icon and Founder of Keys Soulcare Partners with IPSY, a Beauty for All Industries (BFA) Brand

SAN MATEO, Calif., July 14, 2022 /PRNewswire/ — IPSY, the ultimate beauty subscription, today announced the launch of Glam Bag x Alicia’s Keys. This special collection follows the 15-time GRAMMY award winner’s world tour and Keys’ expansion into color cosmetics with her own brand, Keys Soulcare. It features a total of eight full-size products from coveted brands like UOMA, Bobbi Brown Cosmetics and, of course, Keys Soulcare offerings.

In this collection, Keys invites Ipsters to take their own power. She says: “I’ve curated these offerings to serve as a treat for your hair, your skin, your body, and most importantly, your soul. Soul Care changes the conversation about what it means to be beautiful and cultivates l vibe and energy you want is in how we approach our daily habits: creating space for ourselves, being kind to ourselves, uplifting ourselves, and changing the intent behind our actions and the way we talk to each other… At the end of the day, the only true beauty standard that matters is the one you create.So whether you decide it looks like a fresh face or full-on glam, you can decide what makes you feel the most.

IPSY members will receive eight full-size products, five of which are hand-picked by Alicia herself, and three of which the member chooses from a custom assortment via IPSY’s proprietary machine learning technology, IPSY Match. This experience gives fans of Ipsters and Keys an unprecedented level of choice and control.

“We are delighted to collaborate with Alicia’s Keys for the seventh edition of the IPSY Glam Bag X program. Alicia is an incredibly versatile force, from global music icon to beauty brand founder, activist, wife and mother.” , said Emine Er SelcukSVP Merchandising at IPSY.

ErSelcuk continues, “Aligning with Alicia and her Keys Soulcare brand was a very natural choice as we share very similar values. On paper IPSY is a beauty subscription company but ultimately IPSY has always been a space for authentic self-expression with diversity Alicia was passionate about including some of her favorite BIPOC and women-founded brands in her Glam Bag X collection, and it was very important to her that these offerings empower Ipsters and her fans to express themselves, live authentically and take charge of their own beauty journeys.We believe Alicia’s entire collection will truly resonate with our Ipsters as we aim to illuminate true care for the whole self body, mind and spirit.

In 2021, IPSY launched Glam Bag X to enhance the beauty routines of beauty-obsessed members and indulge their passion for must-have, on-trend and best-of-beauty beauty products. Previous curators include some of the best names in beauty such as Patrick Ta, Khloe KardashianHalsey, Huda Kattan, addison rae and Madeleine Petsch.

A limited-edition quarterly treat, each celebrity-curated collection will include insider access to 8 coveted products valued at $350+. Glam Bag X is currently available as a quarterly upgrade for Glam Bag and Glam Bag Plus members and ships every three months. The Glam Bag x Alicia’s Keys collection falls on 1st of Augustand members can reserve their places for this limited edition on ipsy.com/glambagx.

About IPSY

IPSY is the ultimate beauty subscription that inspires self-expression and strives to make beauty more inclusive and welcoming for everyone. IPSY offers personalized Glam Bags leveraging IPSY Match, a proprietary machine learning technology that analyzes hundreds of attributes to delight each member with beauty products tailored to their lifestyle. With a passionate beauty community and over 200 million product reviews, IPSY has created the largest beauty discovery platform.

About Alicia’s Keys

Alicia’s Keys is a singer, songwriter, musician, producer, founder of Keys SoulCare, winner of 15 GRAMMY® Awards, New York Times bestselling author, film/television and Broadway producer, accomplished actress, entrepreneur and a powerful force in the world of activism. Since the release of his monumental debut album in 2001, SONGS IN A MINOR, Keys has sold over 65 million records and built an unparalleled repertoire of hits and accomplishments. Alicia became the first RIAA-certified female R&B artist of the millennium with 27.5 million certified digital sales worldwide (US) and 20 million album sales (US). She released her eighth studio album, KEYS (Original and Unlocked) – a double album, December 2021. The “Original” side features Alicia’s signature musicality, reflected in a sampled version – experienced through the lens of “Unlocked” (a collaboration she did with mike goes). A first look at the new music was featured in Alicia’s YouTube doc series, Noted: Alicia Keys The Untold Stories, which was released last September. Along with his dynamic musical journey, also comes a rolodex of outlets and creative endeavours. Alicia pulled out her book, “More Myself: A Journey” via Flatiron Books which debuted and spent several weeks on the New York Times bestseller list. On 1st of March, she released her first graphic novel called “Girl On Fire” with HarperCollins. In line with Alicia’s vision for self-care and mindfulness comes the launch of her lifestyle beauty brand, Keys Soulcare, which Alicia leads as founder and chief goddess. The collection of offerings aims to go beyond skincare and illuminate true care for the whole self; body, soul and spirit. Its latest partnership is an empowering product offering co-created with Athleta that was released on International Women’s Day (8 March). In June 2022Alicia kicked off her previously planned world tour, making stops across the UK and Europebefore continuing with North America in August.

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