Grammy Award-winning singer, producer, and actress Alicia Keys announced an upcoming partnership with e.l.f Cosmetics to create a new vegan, cruelty-free, dermatologist-supported beauty line set to debut in 2021.
What We Know:
- Keys, who has become known for her make-up free looks over the past few years, shared that she is developing a full lifestyle beauty brand with e.l.f. Cosmetics, a company known for its affordable prices. True to Keys’ personal brand, it is said the new line will be about more than superficial beauty, instead, focusing more on skincare and aiming “to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action”. Keys shared she is hoping the new line will allow her to “further explore conversations about inner beauty, wellness, and connection”.
Ya’ll have been asking about my skin care routine…👀💜🧖🏾♀️✨ https://t.co/LqA0sSJbBw
— Alicia Keys (@aliciakeys) August 6, 2020
- In a press release by Kory Marchisotto, e.l.f. Beauty’s chief marketing officer and the president of the new lifestyle beauty brand with Alicia Keys, said the company is excited to work with Keys. “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 added that Keys 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.”
- e.l.f. promises the new line, focused around inclusivity and Keys’ personal skincare journey, will offer an authentic voice with the line’s skin-loving, dermatologist-developed, cruelty-free products. Melinda Fried, e.l.f’s head of corporate communications emphasized that this is not just another “celebrity beauty line,” this is a full-blown lifestyle beauty brand. “Alicia has openly and honestly shared her skin struggles, her frustration with society’s unrealistic beauty ideals, and her own journey to finding clarity, strength, and a deeper knowledge of her real self. Now, through this new endeavor, she aims to help others find that same place of peace and power within themselves.”
- Since the announcement late last week, news of the new line circulated through the beauty community and attracted some negative attention. Some beauty influencers, such as 21-year-old YouTube Star James Charles, openly criticized Keys, calling her hypocritical for creating a beauty line when she herself doesn’t wear makeup. “People who do not wear makeup should not be coming out with makeup brands,” tweeted Charles. After Keys’ fans defended her and explained that the brand will focus more on skincare, an important part of her natural beauty routine, Charles and other social media influencers apologized and deleted their posts.
While the exact products that Keys’ line will consist of have not yet been revealed and the new brand does not yet have a name, the line is anticipated to launch next year. It is expected that the line will be available online and through retail partnerships in select markets.