Alicia Keys Partners With E.l.f. for New Beauty Brand


Alicia Keys has partnered with E.l.f. Beauty to launch a “lifestyle beauty” brand, the company said on Wednesday.

“She’s been wanting to do something in beauty and wellness for quite some time,” said E.l.f. chief executive officer Tarang Amin in an interview. He was mum on the details of the launch, declining to talk about the brand’s name, specific products or retail distribution plan, but he did say the brand will encompass multiple beauty categories and Keys has been involved in the creative process for about nine months.

A company statement describes the project as “a culmination of Keys’ personal skin-care journey” and notes the line will include “skin-loving, dermatologist-developed, cruelty-free products.” It will launch in 2021.

“What really appealed to us is she’s much more than a celebrity, she’s someone of real substance who goes between being a 15-time Grammy Award winner and artist [and]she’s got a New York Times bestseller in her book, “More Myself.” This was really a great marriage between what she stands for and wants to accomplish in beauty and wellness and what we stand for,” Amin said.

Keys’ beauty line will have “a very strong digital presence,” Amin said, but will also partner with certain retailers.

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