Alicia Keys Is Launching a New Lifestyle Beauty Brand!

By next year, you too can have glowing skin like Alicia Keys!

In a statement released on Wednesday, e.l.f. Beauty announced that they are teaming up with the “Girl on Fire” singer to launch a line of “skin-loving, dermatologist-developed, cruelty-free products.”

Per the release, the Grammy winner’s new collection, inspired by her own skin care journey, will allow Keys “to further explore conversations about inner beauty, wellness and connection.”

“For me, you know, beauty is about the soul and the heart and the spirit and what comes through you and what comes out of you,” the 39-year-old said in a video from the brand. “So it’s more than just the surface. It’s a deep conversation about who we are and who we want to be and where we’re going. It’s a passion of mine, a deep passion of mine, that has been years in the making of personal experiences. And it’s about lifting the frequency and the vibration and thinking about how we can create rituals for ourselves that really fulfill us.”

She continued, “I’m so excited to be partnered with e.l.f. on this. I mean the passion is real. The energy is so pure and we’re really creating something that I believe in and I love and I know that you’re going to love.”

“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 Tarang Amin, chairman and chief executive officer of e.l.f. Beauty. “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.”

The collection is expected to launch in 2021.

In a March 2016 essay for Lenny, Keys detailed a life-changing photo shoot that made her no longer dependent on makeup.

After the photographer shot her “raw” face fresh from the gym, the songstress felt “the strongest, most empowered, most free, and most honestly beautiful that I have ever felt.”

“I felt powerful because my initial intentions realized themselves. My desire to listen to myself, to tear down the walls I built over all those years, to be full of purpose, and to be myself! The universe was listening to those things I’d promised myself, or maybe I was just finally listening to the universe, but however it goes, that’s how this whole #nomakeup thing began,” she wrote.

Despite this liberating event, Keys is not completely against cosmetics.

“I love makeup! I love my lip gloss, I love my blush, I love my eyeliner,” she said on “Today” in September 2016. “It’s not about that. But at the same time, I don’t want to feel beholden… to have to do it.”


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