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Alicia Keys to Launch Lifestyle Beauty Brand Under the e.l.f. Beauty Portfolio

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...

Njera Perkins

Aug 6, 2020