Alicia Keys is a Girl on Fire.
Officially adding “beauty brand founder” to her long list of accolades, the 15-time Grammy Award–winning artist, producer, actress and author announced the creation of a “groundbreaking new lifestyle beauty brand” with none other than e.l.f. Beauty on Wednesday.
According to the brand, Keys’ personal skin-care journey “and her passion for bringing light into the world” is currently fueling the organic collaboration. “She’s been wanting to do something in beauty and wellness for quite some time,” said e.l.f. chief executive officer Tarang Amin in an interview with WWD.
“This new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” a press release reads.
The brand is expected to launch in 2021, and while much is still top-secret, we’re loving the little we do know.
“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 release adds.
Best known for pairing high-quality products with surprisingly affordable price points, we’re crossing our fingers that e.l.f. Beauty’s latest line also follows suit.
“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 Amin. “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.”
Stay tuned to NewBeauty.com for updates.
Find a Doctor
Find a NewBeauty “Top Beauty Doctor” Near you
