Alicia Keys is Ipsy’s next glamorous bag curator

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Ipsy has announced their next “Glam Bag Curator” and it’s Alicia Keys.

The Grammy Award-winning artist and founder of Keys Soulcare has teamed up with Ipsy to launch the Glam Bag x Alicia Keys, which is available now.

It includes a total of eight full-size products from coveted brands like Uoma, Bobbi Brown Cosmetics and, of course, Keys Soulcare.

Ipsy members will receive eight full-size products, five of which are hand-selected by Keys and three of which the member chooses from a custom assortment.

In this collection, Keys invites Ipsters to take their own power. She says, “I have arranged these offerings to serve as a treat for your hair, your skin, your body and, most importantly, your soul.”

Keys explains “soulcare”, saying it’s about changing the conversation about what it means to be beautiful – “and cultivating the vibe and energy that you want to be in”.

She continues, “At the end of the day, the only true standard of beauty 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 like you.”

Emine ErSelcuk, Senior Vice President of Merchandising at Ipsy, says, “Aligning with Alicia and her Keys Soulcare brand was a very natural fit because we share very similar values…Alicia was passionate about including certain from her favorite BIPOC and women-founded brands to her Glam Bag X collection… We think Alicia’s entire collection will truly resonate with our Ipsters, as we aim to illuminate true care for the whole self; body, mind and soul.”

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 top names in beauty such as Patrick Ta, Khloe Kardashian, Halsey, Huda Kattan, Addison Rae and Madelaine Petsch.

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