The Skin Deep x Keys Soulcare

The Challenge

How do you bring to life a powerful idea like “Soulcare” in a way that is truly felt by people?

Keys Soulcare, the beauty and lifestyle brand founded by Alicia Keys, approached us to explore this question through our signature approach: authentic, intimate conversations.

The Concept

At The Skin Deep we don’t operate as a marketing content studio or an influencer channel.  

We don’t write scripts. We don’t sell ideas. 

We create the space for people to have honest, meaningful conversations with the most important people in their lives. Through our Emmy award winning format {THE AND} we turn those conversations into compelling, emotionally engaging content. 

We developed three episodes of {THE AND} and a series of short-form social clips that would allow audiences to experience Soulcare from different perspectives, deepen their relationship with the Keys Soulcare brand and most importantly, feel something real. 

The campaign culminated on Mothers Day 2025 with an episode featuring Alicia Keys and her stepson Nasir, in a rare and tender conversation about love, trust, and what it means to build family across boundaries.

The Results

🚀 Nearly 3 million views and an amazing community response

By letting go of scripts and leaning into vulnerability and authenticity, Keys Soulcare took a leap as a brand, to be rooted not just in beauty, but in truth, care, and genuine human connection.

This campaign proved that audiences are hungry for realness. We received thousands of comments across platforms; intimate, emotional, and deeply appreciative. Here’s just a few:

Working with Keys Soulcare

It was an honor to work with Alicia Keys and the Keys Soulcare team to explore Soulcare through {THE AND}. Huge shoutout to Hillary Alexandre who instigated the partnership and worked closely with us to bring it to life.

“Partnering with The Skin Deep allowed us to bring Soulcare to life in its purest form — through authentic human connection. {THE AND} format created space for real, vulnerable conversations that deeply resonated with our community and beautifully reflected our brand ethos. The response to this series was incredible — not only did it generate millions of views, but more importantly, it sparked genuine dialogue and emotional connection with our audiences. This partnership reminded us that when we lean into truth and intimacy, we move far beyond beauty into something truly transformative.”

– Hillary Alexandre, Associate Director, Keys Soulcare

Why It Worked

{THE AND} is a powerful format that puts the spotlight on the space between people.

It has been refined over 12 years through thousands of conversations all around the world. 

It continues to gain traction because it’s real.

Real people.
Real relationships. 
Real conversations. 

We believe in this work now, more than ever. As our social feeds get louder and filled with synthetic content and ragebait, the space to share our authentic humanity becomes even more precious. 

We love exploring new ways to apply the unique potential of {THE AND} through partnership with communities and brands.  If you want to create something grounded in real human connection, tapping into the deeper humanity that we all share, get in touch.