Alicia Keys Is Launching a Lifestyle Beauty Brand With Elf


LOS ANGELES, CALIFORNIA - JANUARY 26: Host Alicia Keys performs onstage during the 62nd Annual GRAMMY Awards at Staples Center on January 26, 2020 in Los Angeles, California. (Photo by Jeff Kravitz/FilmMagic)

Image Source: Getty / Jeff Kravitz

Alicia Keys has always been a fan of wellness-based beauty — it’s the secret behind her glowing complexion, which she’s shown off with her makeup-free skin on red carpets for the last few years. With that in mind, it should come as no surprise that the 15-time Grammy winner just announced a partnership with E.l.f. Cosmetics to launch an all-new lifestyle beauty brand.

The news was announced on Aug. 5, and the brand’s mission is to create quality skin-care products that are affordable and accessible to everyone.

“We are beyond thrilled to leverage our

Alicia Keys Is Officially Launching A Lifestyle Beauty Brand


Alicia Keys wearing a purple shirt and smiling at the camera

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LOS ANGELES, CALIFORNIA – DECEMBER 12: Alicia Keys attends the 2019 Billboard Women In Music at Hollywood Palladium on December 12, 2019 in Los Angeles, California. (Photo by Jon Kopaloff/FilmMagic)

Alicia Keys’ naturally glowy complexion has always made us wonder what beauty products the singer-songwriter has in rotation, even before she first committed to going without makeup in 2016. Now, Keys’ dedication to the beauty revolution is going one step further with the upcoming launch of a lifestyle beauty brand, announced today in conjunction with e.l.f. Beauty.

Not to be mistaken for a collaboration,

Alicia Keys Is Launching Lifestyle Beauty Brand With e.l.f.: Details

Stop the Presses! Alicia Keys Is Launching Lifestyle Beauty Brand
Alicia Keys. Stephen Lovekin/Shutterstock

OMG! Alicia Keys is teaming up with e.l.f. Beauty to launch a new lifestyle beauty brand — and we can hardly wait.

In a statement announcing the exciting news on Wednesday, August 5, e.l.f. revealed that the new launch is a line of “skin-loving, dermatologist-developed, cruelty-free products,” that were created with an authentic voice and inclusive point of view. The inspiration comes from the 39-year-old’s personal skincare journey and is set to focus on making daily beauty routines a beloved ritual.

“For me, you know, beauty is about the soul and the heart and the spirit

Alicia Keys Is Launching Her Own Lifestyle Beauty Brand


If there’s one thing Alicia Keys knows, it’s good skin. When the Grammy Award Winner announced she was going completely make-up free in 2016, she encouraged a wave of fans to embrace their natural beauty, ‘flaws’ and all.

When writing about her decision, Keys explained it was ‘the strongest, most empowered, most free, and most honestly beautiful that I have ever felt’. She’s also completely stuck to her decision, nailing a number of huge red carpet events with not a swipe of foundation.

So it comes as no surprise that the singer has announced she’s launching her own lifestyle beauty