Not content with just being a 15-time Grammy Award-winning artist, producer, actress, and New York Times best-selling author, Alicia Keys is now launching a lifestyle brand.
Whilst Keys herself famously goes make-up free, the new collaboration with affordable beauty brand e.l.f will marry the performer’s holistic daily practices with dermatologist-developed and cruelty-free products.
The range – which so far doesn’t have a name – is expected to drop next year.
“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,” says Kory Marchisotto, Chief Marketing Officer, E.l.f. Beauty and President of the New Lifestyle Beauty Brand with Alicia Keys. “Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”
In an interview with WWD, the CEO of E.l.f Cosmetics, Tarang Amin, admitted that Keys has “been wanting to do something in beauty and wellness for quite some time.” Amin also stated that the brand will have a “strong digital presence.”
While many beauty brands have struggled as a result of the coronavirus pandemic, E.l.f.’s numbers are up; for the last quarter which ended on June 30, the beauty brand recorded an 8 percent year-over-year increase in net sales, to $64.5 million.
E.l.f stands for Eyes, Lips and Face and the brand was founded in California by Joseph Shamah and Scott Vincent Borba in 2004.