Alicia Keys is launching a lifestyle beauty brand.
The 39-year-old singer/songwriter has partnered with E.l.f. Beauty and has been working on the new project, which will include “skin-loving, dermatologist-developed, cruelty-free products”, for the past nine months.
E.l.f. chief executive officer Tarang Amin told WWD: “She’s been wanting to do something in beauty and wellness for quite some time.
“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 added: “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.”
The new project will be fully owned by E.l.f., but Alicia is set to become a shareholder.
Meanwhile, Alicia previously launched a #nomakeup campaign in 2016 and said: “It doesn’t have anything to do with make-up or no make-up. It has to do with who are you, what makes you feel good, how do you want to express that and even just asking the questions – ‘What do I feel? How do I feel good?’ However that is, you should do it. I love my lip gloss, I love my blush, I love my eyeliner. It’s not about that. At the same time, I don’t want to feel beholden – to have to do it.”