Grammy award winner Alicia Keys is launching a beauty range with e.l.f. Cosmetics. The brand announced the partnership on today. The line is expected to launch in 2021.
With Alicia’s personal skin care journey – the artist having gone all natural for some time, the cosmetic brand said the line, which doesn’t yet have a name, will feature “skin-loving, dermatologist-developed, cruelty-free products.”
In an interview with WWD e.l.f. chief executive officer Tarang Amin said the range will span multiple categories within the beauty space and will have a “strong digital presence.” Additionally, they will partner with traditional retailers to reach consumers.
“Alicia is not just an icon, she is an inspiration,” said Kory Marchisotto, e.l.f.’s chief marketing officer and president of the new beauty brand with Alicia Keys, in a company statement. “Her perspective on beauty is soulful and timeless.”
Alongside products, Keys’ new range will also focus on “inner beauty, wellness, and connection,” according to the statement.
Amin added that the line is about more than the items it plans to release. “She has such important messaging on inclusivity, empowerment, wellness, self-care, rituals,” he told WWD. “So really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about.”