Alicia Keys has become known for her skin-first approach to beauty, wearing no to minimal makeup when she steps out for performances or red carpet appearances, and now, for her personal dedication to skincare and celebrating inner beauty via her groundbreaking partnership with e.l.f. Beauty slated to debut in 2021.
Announced yesterday, Alicia Keys’ new brand under the e.l.f. beauty portfolio is still a secret in terms of products and name, but will center around inner beauty, wellness, and connection. “For me, beauty is about the soul and the heart and the spirit and what comes through you and it comes out of you,” the 15-time-Grammy-award winning artist said in a video shared with Byrdie. “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 that has been years in the making. It’s about lifting the frequency and the vibration and figuring out how can we create rituals for ourselves that really fulfill us. So, I’m so excited to be partnered with e.l.f. on this.”
While a specific product lineup or brand name has yet to be announced, we do know that the lifestyle beauty line will offer skin-loving, dermatologist-developed, cruelty-free products. Using Keys’ belief of “honoring ritual in our daily life and practicing intention in every action” as the guiding principle for the brand, chief marketing officer of e.l.f.Beauty and president of the new lifestyle beauty Kory Marchisotto brand says that the venture will blaze a new trail in beauty. “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep,” Marchisotto says.
By joining forces with Keys, e.l.f. Beauty is continuing its mission of making inclusive, cruelty-free beauty products accessible to the masses. “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,” says chairman and chief executive officer of e.l.f., Tarang Amin in a press 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.
As more news becomes available about this exciting new venture between Keys and e.l.f Beauty, you can be sure we'll be giving you the update.