Alicia Keys to Launch Her Own Beauty Brand

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Music icon Alicia Keys announced the upcoming launch of her new lifestyle beauty brand. A collaboration between the singer and cosmetics brand E.l.f Beauty, Keys’ yet-to-be-named line is scheduled to release sometime in 2021. According to E.l.f, the brand is “a culmination of Keys’ personal skincare journey and her passion for bringing light into the world.”

Keys follows in the footsteps of fellow celebrities in the music industry that have branched into beauty, including Rihanna’s Fenty Beauty, Lady Gaga’s Haus Cosmetics, and Selena Gomez’s Rare Beauty.

As a 15-time Grammy Award-winning artist, Keys is no stranger to the spotlight. That’s why she turned heads in the beauty world in 2016 when she announced her commitment to going makeup-free whenever possible. Since then, the singer has graced many a red carpet barefaced or wearing minimal makeup. One can expect her new beauty brand to provide the secret to her youthful, ever-glowing complexion seen in the selfies on the singer’s Instagram.

Passionate about inspiring others to feel comfortable in their own skin, Keys ensured that her beauty label would focus on inclusivity, with products offered in a diverse range of skin tones. E.l.f is the perfect partner for this endeavor, as the brand is heralded for its affordability and accessibility. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action,” the brand said.

Since the announcement noted that Keys’ latest project will be also be a lifestyle brand, it is likely the label will involve diverse hair care and wellness products, too. This holistic approach to beauty is on-brand for the singer, an outspoken advocate for self-care. “Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless,” said Kory Marchisotto, the chief marketing officer for E.l.f Beauty and the president of Keys’ new brand. “[She] inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”

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