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 Keysâ personal brand, the new line will be about more than superficial notions of beauty. Instead, it âaims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every actionâ and will allow Keys to âfurther explore conversations about inner beauty, wellness, and connection.â
âAlicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep,â said Kory Marchisotto, e.l.f. Beautyâs chief marketing officer and the president of the new lifestyle beauty brand with Alicia Keys, according to a report.
âAlicia 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.â
E.L.F describes the new line as âborn of Aliciaâs personal skincare journey and her passion for bringing light into the worldâ and promises that it will offer âan inclusive point of view, an authentic voice, and skin-loving, dermatologist-developed, cruelty-free products.â
The new brand doesnât yet have a name, and the products that will be available havenât been announced, but itâs expected to launch next year. It will be available online and through retail partnerships in select markets.
âThis is not another âcelebrity beauty line,’â Melinda Fried, e.l.fâs head of corporate communications, told CNN. âShe has openly and honestly shared her skin struggles, her frustration with societyâs 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.â