Alicia Keys Is Launching a New Beauty Brand With E.L.F.

There are definite beauty brands which automatically have our focus when they launch new products — E.L.F. is definitely one of these. And there are a couple musicians who control the exact same immediate attentiveness whenever they announce a brand new job, such as the mythical Alicia Keys. So imagine our shock, delight, and excitement once we discovered the award-winning singer-songwriter will soon be booted up with the cosmetics company to get a brand new skin-care line.

So far more than just another star cooperation, this new partnership between E.L.F. and Keys are a full-blown “lifestyle beauty brand,” according to an announcement shared with Allure. 

“We are beyond thrilled to leverage our strengths to assist realize Alicia’s eyesight, because it not only contrasts with our mission to produce the best of attractiveness available, but infuses it with a much deeper dimension,” E.L.F.’s chairman and CEO, Tarang Amin, said in the announcement. “As a new builder, I am excited and incredibly energized about the chances for us to reach new audiences in creative ways and to continue to direct in class innovation.”

Kory Marchisotto, EL.F.’s chief marketing officer and president of this new brand with Keys, claims that the artist is inspirational and iconic. “Her view beauty is soulful and ageless. Collectively we’re painting the maximum eyesight to create a new path in attractiveness.”

As of today, we do not know a whole lot more about the approaching brand — not the title. What we do understand is it is going to provide dermatologist-developed, cruelty-free products which aim to “bring fresh meaning to attractiveness by honoring ritual in our everyday life and practicing goal in each activity,” and that those products are expected to start sometime in 2021. 

Watch this space: When we understand more about this new venture involving E.L.F. and Alicia Keys, we will offer an update.

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