Celebrities are no strangers to the beauty world, and now singer-songwriter Alicia Keys is stepping into the ring to launch her own lifestyle cosmetics brand through a venture with e.l.f., Allure reports.
Keys — known for her natural make-up free looks — credits her new beauty line to wanting her fans to embrace their natural beauty. According to ELLE, her decision to create this brand is “the strongest, most empowered, most free, and most honestly beautiful that I have ever felt.”
While it is not to be mistaken for a collaboration, the beauty brand will launch under the e.l.f. Beauty portfolio, which acquired W3LL People earlier this year, according to Refinery29.
“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,” said e.l.f.’s chairman and CEO, 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.”
Chief Marketing Officer, e.l.f. Beauty and President of the New Lifestyle Beauty Brand, Kory Marchisotto added in a statement:
“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. Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”
While no further details about the brand have been released, we do know that it’ll offer “dermatologist-developed, cruelty-free products that aim to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action,” according to Allure.
The brand is expected to launch sometime in 2021.