Key Takeaways:e.l.f. Beauty officially transferred ownership of Keys Soulcare to its founder, Alicia Keys.The brand was co-founded and incubated by e.l.f. Beauty with Keys in 2020.e.l.f. Beauty’s fiscal 2027 guidance came in weaker than expected.e.l.f. Beauty officially transferred ownership of the Keys Soulcare brand back to its founder, Alicia Keys.WHO: Lifestyle beauty brand Keys Soulcare, founded by Alicia Keys in partnership with e.l.f. Beauty and dermatologist Dr. Renée Snyder, officially debuted in December 2020. Born of Alicia’s personal skincare journey and her passion for bringing light into the world, the brand vision is more than skin deep. With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, Keys Soulcare aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.e.l.f. Beauty, fueled by a belief that anything is e.l.f.ing possible, is a different kind of company that disrupts norms, shapes culture, and connects communities through positivity, inclusivity, and accessibility. Global flagship brand e.l.f. Cosmetics makes the best of beauty accessible to every eye, lip, and face by bringing together the best of beauty, culture, and entertainment. The company's superpower is delivering universally appealing, premium-quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty-free.WHY: e.l.f. offloaded Keys Soulcare so it could focus its time and resources on its top five growing brands e.l.f. Cosmetics and e.l.f. SKIN, rhode, Naturium, and W3LL People.