Alicia Keys and E.l.f. Cosmetics Are Teaming Up to Launch a New Lifestyle Beauty Brand
Alicia Keys has always been a fan of wellness-based beauty — it's the secret behind her glowing complexion, which she's shown off with her makeup-free skin on red carpets for the last few years. With that in mind, it should come as no surprise that the 15-time Grammy winner just announced a partnership with E.l.f. Cosmetics to launch an all-new lifestyle beauty brand.
The news was announced on Aug. 5, and the brand's mission is to create quality skin-care products that are affordable and accessible to everyone.
"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," Tarang Amin, E.l.f.'s chairman and CEO, said in a statement. "As a brand builder, I'm excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation."
The brand doesn't appear to have an official name yet, and there aren't many details out on what products will be included in the initial launch. What we do know from the release is that all of the products featured will be cruelty-free, dermatologist-developed, and inspired by Keys's own skin-care journey.
"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," said Kory Marchisotto, E.l.f.'s chief marketing officer. "Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep."
The E.l.f. x Alicia Keys brand is set to launch in 2021.