E.l.f. Beauty Returns Keys Soulcare to Alicia Keys in Portfolio Streamlining Move
The End of an Era: A Celebrity Brand Returns to Its Founder On May 20, 2026, E.l.f. Beauty (NYSE: ELF) announced a major portfolio shift: The company is returning full ownership of Keys Soulcare to its founder, Alicia Keys. The decision, disclosed during E.l.f.’s fiscal Q4 and full-year 2026 earnings call, marks the end of […]
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