Alicia Keys partners with E.l.f. Beauty to launch a ‘groundbreaking’ lifestyle brand coming in 2021

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Alicia Keys partners with E.l.f. Beauty to launch a ‘groundbreaking’ lifestyle brand coming in 2021

She has been embracing the natural skin movement since 2016, and has even gone bare faced on red carpets. 

And now Alicia Keys is set to help others have the same beautiful skin and glow she does. 

The 39-year-old star is partnering with e.l.f. beauty to bring a ‘groundbreaking’ lifestyle brand to the masses, the brand announced on Thursday. 

New partner: Alicia Keys is set to help

Alicia Keys, E.L.F. Team for Lifestyle Beauty Brand

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Singer-songwriter, producer, actress and author Alicia Keys is working on her own lifestyle beauty brand in conjunction with E.L.F.

The currently unnamed line is a culmination of Keys’ personal skincare journey and her passion for bringing light into the world. This new lifestyle beauty brand will enable Keys to further explore conversations about inner beauty, wellness and connection.

“Alicia is not just an icon, she is an inspiration,” says Kory Marchisotto, chief marketing officer, E.L.F. and president of Keys’ new brand. “Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new

Alicia Keys to create new lifestyle beauty brand with Elf Cosmetics

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Alicia Keys is adding “beauty trailblazer” to her resume.

The 15-time Grammy winner, 39, is partnering with Elf Cosmetics to create a new beauty line, which is expected to launch in 2021.

“A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” Wednesday’s press release read.

“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

Alicia Keys Is Blessing Us with a New Lifestyle Beauty Brand

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If you’ve always been envious of Alicia Keys’s natural beauty (and the fact that she rarely wears makeup in public), you’re in luck.

The 39-year-old singer is sharing a rare glimpse into her skincare routine by launching her very own lifestyle beauty company. Although the collection is in conjunction with e.l.f. Beauty, it shouldn’t be confused with a collaboration, since it will function as Keys’s own brand.

Unfortunately, we don’t know the name of the company or what categories the musician will target (i.e., moisturizers, serums, etc.). However, e.l.f. Beauty confirmed that the formulations will be cruelty-free