Alicia got real about all things community, brand-building, and defying the beauty industry odds.
– KEYS SOULCARE
The WWD CEO Beauty Summit is a “who’s who” of beauty industry insiders, influencers, and founders coming together to discuss breakthroughs and trends soon to be hitting our beauty shelves. And this year, our very own Alicia was the keynote speaker, joined by Kory Marchisotto, Keys Soulcare President, and Jenny B. Fine, WWD’s Executive Editor, Beauty.
True to form, our beauty duo dropped gems all summit long — from hot takes on played-out beauty standards to their vision to bring a brand to life that was anti-beauty standards from day one. Read on for some of the most poignant (and hilarious) words and moments.
Setting the tone
First, Alicia grounded the room with an insightful note on intentions. “They allow us to have a moment to ask for what we need, and you have to define what you need to get it,” our goddess-in-chief said. ”My intention for tonight is that we continue to be aligned and united, through bravery and strength, to move forward, to be fearless, to continue to push the boundaries.”
More than a brand
What makes Keys Soulcare different? Alicia emphasized the importance of prioritizing the beauty within.
“What we’re here for is something deeper and more fulfilling and purposeful,” she shared. “Now more than ever, we are realizing we have to pay attention to the soul. We’re so used to paying attention to our outward appearance and everything that’s external. We’re realizing as a culture that the internal is important. And, if we can take care of ourselves with loving kindness and grace, we can take care of each other in loving kindness and grace.”
On breaking barriers
Kory expounded on her firm belief that making tough decisions takes a blend of serious smarts and inner grounding. “We call e.l.f. the bold disruptor with a kind heart,” she added. “We’re out there breaking conventions and challenging norms and blowing up the status quo… but we’re doing it with empathy, kindness and passion… We’re fearless — and you don’t have to be fearless and heartless.”
Redefining the beauty standard
Kory was in awe of Alicia’s bold vision for undoing played-out beauty tropes and standards from the start. “Most beauty brands create a vision we want you to reach up to,” she shared. “With soulcare, what we want to do is say you don’t have to aspire to be anyone other than who you are. We are here to inspire you to be the highest version of yourself.”
What matters most
Alicia reminded the room of the hardest (and most important) lesson 2020 taught us. “I feel the pandemic changed people’s connection with truth and what’s real,” she said. “It gets hard to see what’s real but in this time we understand time is the biggest of all, love is the biggest of all, family… there is nothing more important than recognizing we have a short time on this Earth, and we have to make the most of it. We all came face-to-face with our mortality, recognizing how important it is to truly live. And now, I hope we never forget it. Keys Soulcare is the tool to remember and to help you not forget even as things go ‘back to normal’.”
What notes are you taking with you? Share in the comments!
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