Alicia Keys Is Launching A Beauty Line With E.l.f.

UNITED STATES — BET and Grammy Award winning singer Alicia Keys has partnered with E.l.f. Beauty to launch a “lifestyle beauty” brand, the company said today.

“She’s been wanting to do something in beauty and wellness for quite some time,” said E.l.f. chief executive officer Tarang Amin in an interview. At the time of this post, he did not give any info on the details of the launch, declining to talk about the brand’s name, specific products or retail distribution plan, but he did say the brand will encompass multiple beauty categories and Keys has been involved in the creative process for about nine months.

A company statement describes the project as “a culmination of Keys’ personal skin-care journey” and notes the line will include “skin-loving, dermatologist-developed, cruelty-free products.” It will launch in 2021.

“What really appealed to us is she’s much more than a celebrity, she’s someone of real substance who goes between being a 15-time Grammy Award winner and artist [and] she’s got a New York Times bestseller in her book, “More Myself.” This was really a great marriage between what she stands for and wants to accomplish in beauty and wellness and what we stand for,” Amin said.

Keys’ beauty line will have “a very strong digital presence,” Amin said, but will also partner with certain retailers.

“It’s so much more than just the products. She has such important messaging on inclusivity, empowerment, wellness, self care, rituals — so really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about,” Amin added.

The brand will be wholly owned by E.l.f., Amin said, and Keys will become a shareholder.

Amin noted that the E.l.f. lines are likely to stay focused on skin and makeup for now, but that Keys’ line will span categories.

Photos Credit: Instagram Reproduction