Music News

Alicia Keys and e.l.f. team up for new lifestyle beauty brand

Milan Zrnic

Alicia Keys can now add lifestyle beauty brand creator to her laundry list of achievements.  

On August 5 it was announced that the multi Grammy-award winning artist has teamed up with e.l.f. cosmetics to create “a groundbreaking new lifestyle beauty brand.”

According to a press release from the e.l.f., “this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection. With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”

The brand is expected to launch in 2021.

By Danielle Long
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