Alicia Keys Joins e.l.f. Beauty in Launching a New ‘Groundbreaking’ Beauty Brand

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Alicia Keys is jumping into the beauty industry come 2021. 

15-time Grammy-Award winner, Alicia Keys has always promoted a natural and barefaced look in public and on the red carpet. Keys will soon be partnering with e.l.f. Beauty for their new “groundbreaking” brand that launches in 2021.

The lifestyle beauty brand will “bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action,” as stated in a press release.

 

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Keys is in full support of the brand’s new development, as she says they are “really creating something that I believe in.” The press release states that their products are “dermatologist-developed” and “cruelty-free.”

Chief Executive Officer of e.l.f. Beauty says in the release, “We are beyond thrilled to leverage our strengths to help realize Alicia’s vision, as it not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension.”

Speaking on the new brand, Keys says, “For me beauty is about the soul and the heart and the spirit and what comes through you, comes out of you. And so it’s more than just the surface. It’s a deep conversation about who we are and who we want to be and where we’re going. It’s a passion of mine, a deep passion of mine that has been years in the making.”

“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty,” Chief Marketing Officer of e.l.f Beauty and President of the new lifestyle brand, Kory Marchisotto said.

In a tweet dating back to 2016, Keys made note of her no-makeup look but wanted her fans to know that just because she chooses to be more natural doesn’t mean she’s anti-makeup.

Keys really has the best of both worlds when it comes to rocking a bare face or glammed-up makeup look. 2021 and e.l.f.’s new lifestyle beauty brand can’t come soon enough!