Music star, producer, actress, and New York Times best-selling author, Alicia Keys is adding another weight to her illustrious career feather.
The entertainer, who has become known over the past few years for her make-up free look and glowing skin, is developing a lifestyle beauty brand with e.l.f. Cosmetics, a 15-year-old makeup company known for its affordable prices.
True to Keys’ personal brand, the new line will be about more than superficial notions of beauty. Instead, it “aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action” and will allow Keys to “further explore conversations about inner beauty, wellness, and connection.”
“Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep,” said Kory Marchisotto, e.l.f. Beauty’s chief marketing officer and the president of the new lifestyle beauty brand with Alicia Keys, according to a report.
“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.”
E.L.F describes the new line as “born of Alicia’s personal skincare journey and her passion for bringing light into the world” and promises that it will offer “an inclusive point of view, an authentic voice, and skin-loving, dermatologist-developed, cruelty-free products.”
The new brand doesn’t yet have a name, and the products that will be available haven’t been announced, but it’s expected to launch next year. It will be available online and through retail partnerships in select markets.
“This is not another ‘celebrity beauty line,’” Melinda Fried, e.l.f’s head of corporate communications, told CNN. “She has openly and honestly shared her skin struggles, her frustration with society’s unrealistic beauty ideals, and her own journey to finding clarity, strength, and a deeper knowledge of her real self. Now, through this new endeavor, she aims to help others find that same place of peace and power within themselves.”