Alicia Keys and e.l.f. Cosmetics to release a new vegan beauty brand

Read Time:   |  11th August 2020

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Alicia Keys has announced a partnership with affordable cruelty-free beauty brand e.l.f. Cosmetics to launch 'a line of skin-loving, dermatologist-developed, cruelty-free products'


Legendary Grammy-award winning singer Alicia Keys has teamed up with affordable cruelty-free beauty brand e.l.f. Cosmetics to launch a new vegan lifestyle beauty brand.

e.l.f. Cosmetics CEO Tarang Amin is keeping details of the new brand under wraps for now but revealed that the new vegan and cruelty-free beauty line is set to debut in 2021 and will “encompass multiple beauty categories.”

Natural beauty

Keys is known for her strong stance on embracing your natural beauty after she went makeup-free in 2016 and participated in a photoshoot in 2016 where she admitted feeling “the strongest, most empowered, most free, and most honestly beautiful that I have ever felt.”

The star has also shared her routine with fans on YouTube to show how she keeps her skin clear and glowing and ‘feeling good’.

‘Inner beauty, wellness and connection’

press release gave more details of the partnership: “A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection.

“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.”

‘Reach new audiences’

“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 in a 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.”

‘More than skin deep’

e.l.f. Beauty’s Chief Marketing Officer, Kory Marchisotto, is in charge of Key’s New Lifestyle Beauty Brand added: “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 every day. And now, more than ever, the world is craving a vision that is more than skin deep.”

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