Singer Alicia Keys is releasing a new beauty brand! The songwriter and producer is working with e.l.f. Beauty to launch a “lifestyle beauty brand.”

 

e.l.f Beauty is vegan and cruelty-free. Keys’ brand with the popular company will launch in 2021. Per the brand, the new collection will help Keys explore wellness and inner beauty.

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“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,” said Tarang Amin, Chairman and Chief Executive Officer, e.l.f. Beauty. “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.”

The company is excited about the partnership with Keys and to bring more of her ethos to beauty fans. e.l.f. Beauty Chief Marketing Officer Kory Marchisotto said of Alicia Keys, ““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. Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”

Read more recent beauty news in One Green Planet, including all about Rihanna’s new skincare line!

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