Alicia Keys was named the curator for Ipsy's Glam Bag X, which features a collection of beauty products including those from her own brand, Keys Soulcare.

Alicia Keys announced the creation of e.l.f. Beauty's new lifestyle beauty brand, Keys Soulcare, in August 2020. The brand focuses on skincare and wellness products and launched in 2021.

Alicia Keys partnered with Hennessy for the 'Paradis(e) Is On Earth' campaign, marking the Maison's first ever female brand partner. This collaboration was celebrated at an exclusive event in February 2023 in Joshua Tree, featuring an intimate performance at Kellogg Doolittle House.

Alicia Keys partnered with Athleta in January 2022 to promote women's well-being through co-created product offerings, impact grants, and community content.

Alicia Keys's brand Keys Soulcare partnered with Amazon Alexa to create a custom Alexa theme that offers Echo customers beauty and wellness rituals narrated by Keys, marking a unique collaboration in the beauty industry.

Alicia Keys partnered with Levi's in July 2015 to launch an all new women's denim collection. She also provided an exclusive song, '28,000 Days,' as the soundtrack for the global campaign, which was centered around the theme 'Live In Levi's®.'