e.l.f. Beauty has announced it is creating a new lifestyle beauty brand with Alicia Keys, and it is expected to launch in 2021.
Keys is an artist, producer, actress -- and a New York Times best-selling author. And -- she is known for starting the 'no makeup trend' when she said more than three years ago that she wasn't wearing it anymore, not even on television.
Glamour spoke to her makeup artist, Dotti, last year when Keys went to the 2019 Grammy's with a bare-faced look, which required a skincare regimen that cost $455 -- however, e.l.f. Beauty's e.l.f. cosmetics is known for its ultra-affordable prices. (Plus, a bare-faced look does require some makeup.)
e.l.f. Beauty says the new brand it is developing with Keys "will enable Alicia to further explore conversations about inner beauty, wellness and connection." The company stated that Keys will ensure it has an inclusive point of view and an authentic voice.
The new brand will include a cruelty-free skincare line, which will be developed by a dermatologist, e.l.f. reveals.
Tarang Amin, chairman and chief executive officer, e.l.f. Beauty, says, “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.”
Amin continues, “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.”
Kory Marchisotto, e.l.f. Beauty's chief marketing officer is president of Keys' new brand. Marchisotto says, “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.”
Beauty that's more than 'skin deep" seems to be trend. Keys' take on makeup is not unlike Selena Gomez's new line, Rare Beauty.
Photo: Alicia Keys courtesy of e.l.f. Beauty / Credit: Milan Zirnic